Ugly Kitchen Photo Contest

Seigle’s is the largest distributor of cabinets in the Chicagoland area with four locations, and a new one opening soon. However, somehow, this well-loved local business only had 211 Facebook page likes. Seigle’s had a goal to increase page likes, increase awareness of the business, and to reach people who may be in the market for cabinets in the future. Knowing that most people start dreaming of remodeling their kitchens well in advance of the project, we decided to reach out to the dreamers with a fun photo contest: The Ugly Kitchen contest.


  • Main Goal: Spread awareness of Seigle’s as the go-to cabinet retailer in Chicagoland.
  • Secondary Goals: Gather hot leads of people who dream of a kitchen remodel. Increase page likes and Facebook audience.
  • Platform: Facebook
  • Medium: Ugly Kitchen Photo Contest
  • Description: Seigle’s agreed to offer a $5,000 toward a kitchen remodel to the grand prize winner, and $1,000 to the runner up. With this great prize to work with, we set off. We gave contestants a few weeks to enter our contest by uploading a photo to our contest page. We marketed the page through social media, our blog, eblasts and targeted Facebook ads and post boosts. Then we let contestants spread the word during our week of voting, where the encouraged their own networks to vote. The contest was “like-gated”, so you had to like our page in order to vote.
  • Results: Our fans nearly doubled from 211 to 391 during the entry phase of the contest. Then when contestants had the week to spread the word for votes, the page likes exploded by nearly 1000% to a final result of 2,234 likes. Also, we had 32 entries into the contest, which means 32 people who dream of one day redoing their kitchen.
  • Followup: All entrants were offered a “thank you” deal at the end of the contest for participating, and they are now aware that when the time comes to redo their kitchen, Seigle’s is available to help them out. We also plan to do a before and after series on our social media showing the winner’s kitchen remodel and how Seigle’s rescued her from her ugly kitchen.
  • Unexpected bonus: A Seigle’s staff member’s son was so enraptured with our marketing chicken that he had it tattooed on his arm. While our graphics are always amazing, this is the first time one will have a shelf-life of a lifetime. True story.