THE GOAL

To promote awareness of the Food Certification Program to employees and externally during National Nutrition Month.

The American Heart Association's Food Certification Program helps consumers grocery shop smart by labeling the Association's "heart-check mark" foods that are low in fat, saturated fat, and cholesterol.

THE SOLUTION

AHA used Informz to create an email campaign consisting of two emails to their employees with an incentive for their employees to forward the promotional email externally.

THE PROCESS

• The first email, an ecard was sent to all 3,363 American Heart Association employees, it contained one large graphic linking to a flash slide show on a web site and a forward to a friend link.
• Two hours after the first email was sent, a second email, a letter explaining contest rules for winning $100 grocery gift certificates, was sent only to AHA's National Center of 594 employees.
• The second email told the employees that whichever three employees forwarded the first email the most times would win a $100 gift certificate.
• AHA reviewed Informz advanced reporting to determine the contest winners.

• The first email was forwarded 1,763 times by 137 AHA employees.
• The first email received a 34% open rate and a 53% click thru rate.
• AHA plans on rolling out future ecard contests like this, because it is easy to create and to track with Informz.
• AHA was pleased with the awareness that they created about their Food Certification Program through Informz, especially the excitement that was created in their staff and their friends and family through the use of viral marketing.