by webSaver
May 20, 2025
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Online contests are a proven tool in every consumer packaged goods (CPG) marketer’s playbook. They capture attention, drive engagement, and generate leads. But while contests can create excitement and buzz many brands struggle to convert that attention into measurable Return On Investment (ROI).
That’s where online coupons and cashback offers come in, helping to drive consumers from engagement to conversion.
By strategically integrating promotions and incentives such as online coupons and cashback offers into their contests, CPG Brands can increase participation as well as drive product trial, sales, and long-term brand loyalty.
One of the challenges with online contests is that they are great at capturing attention and building excitement, but attention alone doesn’t generate sales. In many cases, participants enter and move on, leaving CPG Brands with not much more than a list of contest entrants and a bump in social media activity.
Online Coupons and Cashback Offers can serve as the bridge from engagement to conversion by giving Brands the opportunity to immediately follow up on contest engagement with a financial incentive to purchase the product. These offers extend the contest experience into the purchase phase, driving participants from attention and interest to active consumption.
Three key benefits of integrating coupons and cashback offers into Brand contests include:
- Lift in product sales – Contest entrants are more likely to buy when presented with a valuable time-sensitive offer.
- Lowers the barrier to trial – The discount reduces perceived risk and encourages consumers to try new or higher priced products.
- Increased Brand engagement – The offers keep consumers engaged and the Brand Top of Mind after the contest ends, building momentum beyond the campaign.
Simple ways to integrate Coupon and Cashback Offers into Brand Contests include:
- Reward participation with valuable offers – Everyone who enters the contest receives a personalized coupon or cashback offer code.
- Offer tiered incentives – Provide higher-value coupons or cashback offers to repeat participants or those who take extra steps, creating a gamified reward experience.
- Incentivize referrals – Reward users with additional coupons or cashback offers if they share the contest with friends or online.
- Create a sense urgency – Add a short coupon redemption window, such as 10 days, to prompt action and maintain momentum.
- Promote trial of specific products – Use the offer to spotlight new launches, seasonal items, or other desired products.
In an example of the strategy in action a soft drink brand launches a summer-themed contest. Participants can win free product, beach gear and a trip, but everyone that enters gets a $1.00 OFF online coupon or immediate cashback offer for a new drink flavour. The offer is redeemable within 10 days. Every engagement action performed by consumers (Post, Share, Follow, Invite, etc.) also provide additional entries for the prizes and trip.
As a follow-up, entrants who redeem the coupon receive a bounce back coupon or cashback offer for a multi-pack product, encouraging repeat and larger purchases.
This simple to implement strategic contest approach transforms a potential one-off contest into a full-funnel marketing process with brand loyalty generating potential. It materially enhances the overall contest ROI and identifies top consumers of the Brand that merit further investment and engagement.
For CPG Brands, online contests can deliver more value than visibility and simple engagement. When paired with smart couponing and cashback strategies, they can become powerful strategic marketing drivers. The result is a contest campaign that generates excitement, boosts sales, and promotes long lasting consumer relationships with a superior return on investment.
At webSaver we’ve successfully conducted hundreds of online contests. We’ve also helped our CPG Brand Partners on their efforts to launch and promote hundreds of their own successful contests.
Are you ready to put the power of Online Coupon and Cashback Offer enhanced Online Contests to work for your CPG Brand?
With over 10 years leading the Canadian online coupons marketplace and 150 Million coupon issued we know coupons. We’ve worked with 90% of Canada’s leading consumer packaged goods brands providing them with the online coupons and cashback offer solutions that generate real value for their business. Whether your strategic objective is customer acquisition, customer lift (Increased transaction size and frequency) or customer retention webSaver can help.
