BrightWave Helps Char-Broil Celebrate its 70th Anniversary


Char-Broil celebrated its 70th Anniversary last year. In turn, they planned a special 70th anniversary campaign that ran the month of July, where they gave away 70 prizes to sweepstakes entrants. The goal was to drive sweepstakes entries through two email campaigns.

For the first email campaign, the strategy was to announce the start of the competition by featuring the 70th anniversary sweepstakes in a hero (shown below). For the second email campaign, the strategy was to give one last push for entries toward the end by featuring the sweepstakes in a secondary.

These emails drove 16,510 clicks to Char-Broil’s 70th anniversary entry page and were responsible for 6,604 entries, or 16.54% of all 70th anniversary sweepstakes entries. Moreover, touch 1 had a click rate 104% higher than Char-Broil’s 2017 baseline, and touch 2 had a click rate 130% higher than their 2017 baseline. Together, these campaigns increased Char-Broil’s overall baseline click rate by 8% and created greater brand awareness.

This campaign truly solidified the reach and power of email. The sweepstakes saw its highest number of entries on the day BrightWave deployed the first email. Knowing this and the campaigns’ results proves how effective the email channel can be with the right strategy and execution.

Here’s one of the emails from the campaign (touch 1):



BrightWave has exceeded my expectations in every way, delivering completely on every reason we said, ‘Yes.’ They’re the most buttoned-up partner we have—and I think they’re going to be key in helping our other digital partners raise their game, too.

Current template: header-footer.php