La Segunda Bakery & Cafe is a family-owned and operated business that has been a cornerstone of the Tampa Bay community for over 100 years, spanning four generations and multiple locations. Renowned for their commitment to authentic cuisine infused with local flair, La Segunda has become a must-visit destination for both locals and tourists. Their most iconic menu item, the Cuban sandwich, has become a part of Tampa’s cultural legacy, recently having been voted "Best Cuban Sandwich" in Creative Loafing’s Best of the Bay 2024. The Cuban sandwich itself holds a special place in Tampa’s rich history, with many claiming it was first invented in Ybor City by Cuban cigar factory workers. This delicious creation not only represents the culinary traditions of the area but also embodies the spirit of community and heritage that La Segunda has nurtured for over a century. 

To celebrate National Cuban Sandwich Day—a very important holiday in the Tampa Bay community—we partnered with La Segunda to organize an exciting giveaway that directly increased social media engagement and email performance. Our team developed the giveaway to help the brand in two main areas–email subscribers and social followers. The giveaway guidelines consisted of entrants being required to follow La Segunda on social media channels and to complete an entry form with their email addresses. Our plan also created a draw to win for potential entrants with not just one grand prize of a $300 La Segunda gift card, but also offer additional winners to be selected for 3 $50 gift cards and five $25 gift cards. Throughout August, we promoted the giveaway via a series of engaging social media infeed posts and stories, as well as including it in our email marketing campaigns, ensuring that our audience was informed and eager to join in on the fun or share with friends and family.

The giveaway concluded with 1,165 entrants, with roughly 30% being new social media followers. This initiative significantly boosted La Segunda's social media presence with a net increase of 322 new followers, bringing their total followers to 43,402 across all platforms, including over 14,000 on Instagram alone. Additionally, we successfully added more than 1,000 new subscribers to their email database. Our two email deployments achieved an average click-through rate (CTR) of 1.95%, surpassing the restaurant industry average of 1.58% (MailChimp). On social media, our National Cuban Sandwich Day posts messaging our signature sandwich and the giveaway garnered over 7,000 impressions, further amplifying the campaign's impact.

With the success of the giveaway, we are excited to collaborate on future contests and strategic initiatives to continue to bring more presence to the iconic local brand that is La Segunda.

‍About Pyper, Inc.

Pyper, Inc. is driven by achieving marketing results for our clients. From B2B to B2C, we help clients communicate with their target audiences across tactics. We’d love to hear about your current marketing efforts, and see how we can help you reach your goals. Contact us today.