St. Jude’s Hospital and WTOL Hosted a Virtual Open House That Drew 5,420 Entries and 3,027 New Email Opt-In’s

Customer Background

WTOL, a news station based in Toledo, Ohio, partnered with St. Jude Children's Research Hospital to host their annual open house virtually. The goal was to engage with their audience in a unique way and promote the St. Jude Dream Home giveaway.

Objective

The primary objective of the campaign was to drive engagement and participation in the St. Jude Dream Home giveaway. Additionally, the campaign aimed to grow WTOL's YouTube subscriber base and email opt-in list.

How It Worked

Campaign Setup: To enter the sweepstakes for a chance to win a $10,000 La-Z-Boy gift card, users had to provide their name, email, address, and phone number. They were also required to watch a 5-minute virtual tour of the St. Jude Dream Home.

Bonus Entries: After watching the virtual tour, participants could earn extra entries by subscribing to the WTOL YouTube channel and opting in to the WTOL newsletter.

Confirmation Email: Upon completing each entry, participants received a confirmation email. This email served as an opportunity to include a call to action and additional information.

Outcomes and Results

• Video Views: The virtual tour received 5,420 views.
• Total Entries: The campaign attracted 5,420 unique entries, demonstrating the effectiveness of the virtual open house in engaging users.
• New Users: 5,366 new users were gained through the campaign, expanding WTOL's audience.
• Email Opt-Ins: 3,027 participants opted in to receive emails from WTOL, growing their email marketing list.
• Social Sharing: 24% of entrants shared the contest on social media, increasing the campaign's reach and visibility.
• YouTube Subscriptions: The campaign resulted in 730 new subscriptions to the WTOL YouTube channel, increasing their subscriber base.
• Email Performance: 7,561 emails were delivered with a 43% open rate and 353 email clicks, indicating strong engagement with the content.

Virtual Engagement Success

The WTOL and St. Jude's virtual open house campaign successfully engaged thousands of users, driving participation in the St. Jude Dream Home giveaway. By leveraging a virtual format and offering a compelling prize, the campaign achieved its objectives of engagement and audience growth. This case study demonstrates the effectiveness of virtual events in driving user interaction and achieving marketing goals.