• by Ray Schultz , Columnist, February 16, 2023

Brands trying to improve their campaign response should offer on-demand fulfillment of prizes and giveaways.  

Those that do so increase positive brand sentiment by 391%, according to a study by researchers at the Technological University of the Mixteca in Mexico, and Datyra Inc. in the U.S., sponsored by Fooji Inc.  

Email teams tasked with driving engagement would need machine-learning investment to pursue such an initiative. Or they would have to engage a vendor that can provide so-called real time delivery via through social media and local delivery networks.

It's important to note that Fooji is a social-media engagement platform that has created a "just-in-time" delivery network to provide prizes to social-media marketing campaign participants in what it says is real-time. It is hardly an objective observer.

Fooji offers a product called Doorstep that provides delivery of doorstep offers. The Fooji website says the brand can deliver "to your fans in as little as 45 minutes.”

But this depends on algorithms. The firm also fields something called Crowdsail, a subscription-based service that helps brands gift customers through social networks, using digital tools integrated with fulfillment services.  

The company’s client base includes such brands as Amazon Prime Video, Capital One, Disney+, and Pepsi.

To give them the benefit of the doubt, the study states that the more firms invest in on-demand delivery and fulfillment, the greater the increase in social-media engagement and brand sentiment.

Specifically, the difference in performance between maximum investment and minimum investment is 330.6% in favor of the high end, it says.

To obtain these results, the researchers performed “a cluster analysis that extracts and presents the underlying drivers of campaign engagement.” 

This was built on data from campaigns serving major consumer brands that were developed and executed by Fooji. 

The study concludes that “social media engagement is significantly improved by investment in "just-in-time" delivery networks. And that’s because consumers now demand real-time delivery. 

"With the proliferation of services like DoorDash, GoPuff, and Drizly, consumers have grown accustomed to the instant gratification of on-demand delivery at their fingertips," says Gregg Morton, CEO of Fooji. 

Morton continues: "Brands that make significant investments in real-time supply chain technologies to power giveaways and sweepstakes have a strong opportunity to increase sales, logistics productivity, and consumer satisfaction."