Frigidaire - Sundae Funday

Challenge:

To develop a campaign that supports the appliance manufacturer’s charity of choice (Save the Children Canada) while simultaneously maintaining Frigidaire’s legacy as a strong corporate citizen.

Solution:

Create an umbrella “Sundae Funday” program for Frigidaire that supports Save the Children. This primarily online program provides Canadians with the tools to create their own Sundae Funday.

• The campaign was kicked off with the first ever Sundae Funday at the Drake Hotel in downtown Toronto on May 15th, 2011.
• Many local area children and national media were invited to build their own sundaes and listen to some inspirational speakers, including Jennifer Garner, Artist Ambassador for Save the Children.
• Frigidaire then threw out a challenge to all Canadians to host their own Sundae Funday event between May 15th and July 16th, 2011.
• All the fixings for a personal backyard Sundae Funday could be found on www.sundaefunday.ca, as well as an opportunity to invite others to make a difference and bring some joy to a child in need. This included:
  • Recipes
  • Party favours
  • Colouring pages
  • Build-a-Sundae game
  • Pledge forms for participants to support Save the Children

Results:

• Over 30,000 total visits with 79,328 page views. That translates into 2.64 pages views per visit.
• The bounce rate was incredibly low with only 35% of visitors leaving the site.
• The average time on the site was impressive at almost 4 minutes.
• Over 70% of the visitors to the site were considered “new” visitors.
• The email campaign was equally successful to both English and French Canada:
  • In English Canada, almost 10,000 emails were sent (9914) with only 6% bouncing back.
  • In Quebec, a little over 3,300 emails were sent out with an incredibly low bounce back rate of 5%.
• The total number of sundaes made was 26,603.
• $25,000 was donated by Frigidaire to Save the Children Canada, as a result of this campaign.
• Media exposure for Sundae Funday was tremendous with pick-up in Media in Canada, Today’sParent.com, SavvyMom.ca, SweetPotatoChronicles.com, MommyMoment.ca, NuggleMama.ca, CanadianParents.com, SamaritanMag,com, VitaminDaily.com, EverythingMom.ca and Daytime Toronto.