How to Prepare a Successful Consumer Promotion?

Relax

Influencer marketing Brand campaigns Strategy Creative & production

The Synergy of TikTok and Meta Generated Over 9 Million Impressions.

3251

participants

> 9 million

impressions

> 922 000

YouTube views

Challenge

Activating a Young Target Audience: A Fair Contest That Drives Relax Beverage Sales

Consumer promotions are among the most popular marketing tools. That’s why we encounter them so often — in stores or online while shopping. However, capturing attention and convincing consumers to participate in your contest is not always easy. If not designed properly, a promotion can easily turn into an expensive campaign with little real impact.

At Marketup, we believe the key to success lies in an attractive prize, a simple mechanic, creative communication, and, of course, a smart media mix. A great example is last year’s campaign we delivered for the Relax brand.

The mechanic was built on the classic principle: “Buy a product – register your receipt – win.” Each week, winners were drawn to receive smartphones and vouchers for a streetwear store, with more than 100 prizes awarded in total. The contest ran for five weeks across both the Czech Republic and Slovakia.

Thanks to clear rules and compelling prizes, we were able to effectively motivate participants — and, most importantly, maintain their attention throughout the entire five-week campaign.

How to

Creative That Engages and the Right Media Mix

Creative That Resonated with Gen Z

The creative concept was designed to entertain and engage the young target audience (Gen Z), for whom the contest was primarily intended. For the visual communication, we developed a key campaign visual inspired by comic-style elements and bold, energetic colors.

Static formats were complemented by three campaign videos featuring two brand ambassadors — Czech creator Péťa Novotná and Slovak influencer Rasťo Paulíny. Each video had its own storyline or twist, ending with a clear call to action encouraging viewers to join the contest.

Media Mix: Connecting Performance and Reach

Social media formed the core of the strategy. The contest was supported across Meta, TikTok, and YouTube Shorts.

On Facebook and Instagram, we combined dark posts with organic content that gradually integrated into the campaign narrative.

On TikTok, the activation was driven by short-form videos and collaborations with additional influencers.

YouTube Shorts helped further expand reach, generating more than 922,000 views.

Services for client

Impact

Thanks to the media mix, we reached over 9 million impressions

What Worked Best?

The Relax campaign confirmed several key learnings:

Simplicity of the mechanic – users must instantly understand what they need to do and what they can win.
Short-form video performs better – delivering lower CPM and higher engagement.
Influencers work when they are authentic – when selected carefully, they can engage their communities in a way that drives spontaneous interaction and organic sharing, which proved successful in our case as well.
Ongoing optimization matters – gradually switching off underperforming dark posts and introducing new formats significantly improved overall performance.
Balance between branding and call to action – the creative was playful but consistently reinforced the clear message: “Buy Relax and win.”

Our Recommendation for Brands

A consumer promotion can be a powerful marketing tool — if it is built on data, a clear mechanic, and a smart media mix. Brands should:

build the contest around a genuine motivator for their target audience,
combine short-form formats with visually distinctive creative,
and continuously optimize while supporting the campaign with active community management to sustain attention.

By combining a strong creative idea, thoughtful media execution, and data-driven optimization, we delivered a contest that entertained consumers — and achieved business objectives.