The Best Digital Marketing Campaigns in the World II - Case Study
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Transcript of The Best Digital Marketing Campaigns in the World II - Case Study
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
The Best Digital Marketing Campaigns
in the World IICase study
Campaign case study has been published in The Best Digital Marketing Campaigns in the
World II, along with 40 other campaigns with such brands as McDonald's, Nike,Samsung,
Harley Davidson, or Volkswagen.
The whole digital campaign was prepared and performed by Positive Power Sp. z o.o.,
including conceptual, graphical and development works.
Christmas sales campaign for the outdoor webshop 8a.pl, has been chosen from over 700
campaigns from all over the world.
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Who did we work for?
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
8a store is the biggest Polish webshop that offers outdoor gear and clothing of such brands as the North Face, Climbing Technology,
Zamberlan, Metolius, Grippy, Ocun, Rock Pillars.The store is aimed at the narrowed target group of outdoor sports lovers. The
company was founded in 2002 starting from bricks and mortar and deciding for online business in 2003.
Client |
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
What was the challange?
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Bearing in mind that christmas shopping in ecommerce sector starts from the early days in November, we prepared a bulk of promotional
activities for 8a. Christmas time, especially profitable for online businesses, is a perfect time for pro-selling campaigns.
In this connection , we decided to:
operate on the following digital marketing channels:
website
social media
email marketing
search engine activities (SEO/SEM)
performe the following activities:
banner creations and social ads
project of newsletters and mailing
two facebook apps design and implementation
preparation of chirstmas interface for 8a store
Work |
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
What about the goals?
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
8a webshop was the most important part of the campaign. Considering the before-christmas period, we targeted the promotion at
the products that would perfectly suit as a christmas gift. To support this idea, we designed and implemented a special gift category
on the store, whose role was to remind and suggest the need of making christmas shopping. This was excellent incentive to
increase the average basket worth. Also, the basket information box kept customers informed on how much more should they buy
to get 8a gadgets (sticks, bags, mugs with 8a logo). (The threshold – 170 €).
Goals |
Budget: 6 200 €
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
sales boost
presentata of webshop offer
reaching new potential customers interested in outdoor activities
strenghtening customers loyalty
How does the app work?
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Additional campaign element which engaged users and encouraged them to come back shopping was online application Draw
a gift, which was accessible on both the website and company Like Page on Facebook. The app enabled users to draw 8a.pl
webshop's products marked as special offer products. User chose a sex of a person for whom draws an item and clicked Draw
button. A user could draw 3 items and get 25% discount.
Application |
Discounts that a user could get:
3 items – 25% discount
2 items – 20% discount
1 item – 15% discount
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Every user had the drawings limit (10 draws on the 8a.pl store, 5 draws on Facebook), which generated traffic on the
website, returning users, and fans on 8a Like Page.
What else?
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Among promotional activities led outside the webshop was a christmas app - A letter to Santa. This was another contest app
for 8a.pl webshop. This competition has the aim of presenting the rich 8a offer, engaging outdoor sports lovers, and
encouraging them to move to the webshop to make a purchase. A user's task was to write a letter to Santa Claus and ask
for 3 out of 30 items from 8a.pl assortment. Secondly, a user needed to invite their 3 friends to take part in the contest. An
invited friend received also 10% discount for 8a.pl assortment. The author of most interesting idea was granted with items for
which asked in the letter to Santa. Additionally, 10 letters with the biggest number of votes received gadgets with 8a.pl logo.
A letter to Santa |
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Results:
over 200 submissions for A letter to Santa Claus contest
over 3000 new fans
20% increase of traffic on 8a.pl website
significant sales increase
What about additional promotional activities?
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Webshop promotional activities were supported by the email marketing campaign, which helped for constant
campaign coverage. The subscribers were frequently informed about the coming Christmas and shopping. Each
newsletter concerned another promotional activities, thanks to which users could keep track of the current sales and
competitions.
Another crucial promotional activity was the re-marketing campaign which targeted traffic to the products
especially recommended during christmas shopping period. The main element constituted banners promoting 8a.pl
assortment.
All the activities were bringing profits also during after christmas period. Thanks to the drawing app which generated
many returning users, and promotional codes. At the same time, we were building brand awareness, which boosted
sales.
Promotional activities |
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Let's talk about the results!
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Numbers |
3400 unique users was engaged in the christmas campaign activities
30% sales increase during the christmas campaign
45% increase in opening newsletters during the christmas period (November, December)
5 times increase in the number of users that open a newsletter and go to the website
over 200 thousand drawings in the app Draw a Gift
over 200 submissions to the contest A letter to Santa
over 300 new fans on Fan Page
significant traffic on the website generated from the Facebook apps
20% increase in traffic on the website during the chistmas period
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Interesting facts
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Facts |
We started the campaign at the beginning of November and we frequently reminded users about gifts,
increasing their engagement at the same time.
The campaign was very successful. The most effective sales tools were Facebook applications and the
communication on 8a Fan Page, where we constantly posted news and encouraged users to interaction.
We were the sole authors of the whole concept which positively influenced the campaign. We kept control over
the coherent communication in different communication channels. We could also synchronize all the activities
and optimise the campaign.
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
8a about us |
We have totally entrusted Positive Power our webshop creation: concept,
development, implementation, maintenance and technical support. Positive Power
performed the tasks with full professionalism and engagement, which proved that
we have estabilished cooperation with the serious business partner.
Piotr Czmoch
Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl
Contact us for more information |
www.en.positive-power.pl
www.en.positivetechnology.pl