Executive Summary
Atypique, a Canadian ready-to-drink mocktail brand, partnered with a celebrity ambassador on a 16-week national sweepstakes powered by GOcxm's growth engine. The campaign captured over 63,000 entries from thousands of unique users, generating a structured first-party dataset of demographics, geographic distribution, channel attribution, and product preferences that the brand had never had access to before.
The Challenge
Like many emerging CPG brands sold through grocery retail, Atypique had no first-party consumer data, no channel attribution model, and limited insight into which of its seven flavour variants resonated most. The sweepstakes was designed to close all three gaps at once.
The Objective
Build a first-party data foundation through a celebrity-driven sweepstakes that captures consumer demographics, channel attribution, and product preferences at scale.
The GOcxm Solution
GOcxm designed and deployed a turnkey consumer engagement program that combined sweepstakes mechanics with structured data capture, giving Atypique a direct line to its consumers for the first time.
- 1
Campaign Design
Structured a 16-week sweepstakes with weekly prizing tiers, anchored by a celebrity partnership to maximize reach across Millennial and Gen X audiences.
- 2
Entry Mechanic
Deployed a bilingual (English/French) website registration form accessible via QR codes on in-store POS materials and social media channels, capturing name, date of birth, city, email, and drink preference.
- 3
Channel Activation
Coordinated paid and organic campaigns across TikTok, Meta video, Instagram paid, and in-store POS with clear CTAs from both the Atypique and ambassador social accounts.
- 4
Data Capture & Enrichment
Every entry generated structured first-party data: age cohort, geographic location, preferred mocktail flavour, and opt-in consent for future marketing.
- 5
Post-Campaign Analysis
Delivered a full post-campaign report with demographic segmentation, traffic source attribution, geographic distribution, and product preference insights to inform future activations.
Results & Insights
Traffic Source Breakdown
Share of sessions by acquisition channel. TikTok referral drove half of all traffic, with 80% of signups occurring in the first 20 days.
Drink Preference Distribution
Citrus and fruity profiles (Mojito, Amaretto Sour, Sangria) accounted for over 60% of stated preferences, while classic cocktails (Gin & Tonic, Rum & Cola) indexed lower.
Key Takeaways
- Gen X represented nearly half of all entries, with Millennials accounting for roughly a third, concentrated in the Toronto-Montreal corridor, consistent with grand prize event locations.
- Despite being a fruity profile, the Spritz ranked lowest among seven variants, suggesting that flavour category alone doesn't predict individual SKU demand.
- Very few GenZ participants entered, consistent with both the ambassador choice (resonates with 30+ audiences) and premium price positioning.
From Promotion to Intelligence
The Atypique campaign proved that a well-designed consumer engagement program can do more than generate entries. It can build the first-party data foundation a brand needs to make smarter decisions about product, channel, and retail strategy.
