Post on 29-Jul-2015
transcript
The Briefing: our challenge
1.Build awareness for the Safeshops brand (and its label), partners & members - Position both Safeshops and its members as the “safe shopping community”. - Recruit new members for the Safeshops label.
2.Create engagement with the target audience of online shoppers - Let consumers discover the Safeshops members. - Make them explore and discover the product range and offers.
3. Push towards conversion for Safeshops members - Create a unique & relevant buying opportunity for the consumer. - Stimulate purchase & positive buying experience.
The campaign Strategy
We not only wanted to claim that online shopping is a safe and rewarding experience.
We wanted to demonstrate that people who shop at e-shops with a Safeshops label have the best shopping experience possible: How? By putting the consumer at the heart of the campaign. -We focus on the key consumer benefit linked to safe online shopping. -Great deals and peace of mind from the comfort of your home whenever you want to shop. -Because, thanks to the Safeshops label, you can shop when the other shops close their doors…
The campaign Idea
Safeshops therefore proudly presents: The 7 Sleepless Shopping Nights - We create an online shopping event platform with Great Deals - A 7 nights shopping bonanza. - All the best deals come from Safeshops Members - The e-shop grows into an online event, “not to miss” - We use smart media support to drive traffic & stimulate engagement.
- (visual van campagne als achtergrond, cfr beeld volgende slide, maar def versie)
The campaign Roll-out B2B campaign B2C campaign:
- Radio
- Social Media
- Owned Media
- Engagement Partners
Toolkit:
Event
B2B - DM • 300: Fair Kortrijk • 1100: Prospect • 200: Members
• 300: e-shop expo (Brussels)
Radio
10 seconden E SAFESHOPS 16 DEMAX STUBRU 13U-19U (10") F SAFESHOPS 19 BIG HITS 20U-22U (10") R SAFESHOPS 17 YESWEEKEND 12U30-15U00 (10") X SAFESHOPS CATEGORIEN 1 (10") Z SAFESHOPS CATEGORIEN 2 (10")
20 seconden A SAFESHOPS 01 INFOSPOT (20")
15 seconden K SAFESHOPS 02 FASE 2 18U (15") W SAFESHOPS 03 FASE 2 19U (15") B SAFESHOPS 04 FASE 2 19U-24U (15") N SAFESHOPS 05 FASE 2 NACHT (15") AB SAFESHOPS 06 FASE 2 24U-06U (15") O SAFESHOPS 07 FASE 2 06U (15") I SAFESHOPS 08 FASE 2 07U (15") J SAFESHOPS 09 DAG 1 ZATERDAG (15") D SAFESHOPS 10 DAG 2 ZONDAG (15") M SAFESHOPS 11 DAG 3 MAANDAG (15") AC SAFESHOPS 12 DAG 4 DINSDAG (15") T SAFESHOPS 13 DAG 5 WOENSDAG (15") G SAFESHOPS 14 DAG 6 DONDERDAG (15") V SAFESHOPS 15 DAG 7 (15")
Likeability Radio
not at all a little it was ok I liked it I liked it a lot average
0 1 6 13 3 3,78
Did you like the radio commercial?
Own learnings:
Happy Night: Too complex for buyers
Finetuning Ipad version of the site
Finetuning SEO/ alternative url
What about Radio 1 & French part…
Learning for webshops:
General promotion works better than individual offer
Personalize your visual (include logo/…)
Radio & e-mail: works also for you
Learnings for members:
1. Logo integration in visual members: works
2. General reduction: works better than specific product
3. Own e-mail campaign: enhances conversion
Would you participate next year?
Learnings for members:
1. Logo integration in visual members: works
2. General reduction: works better than specific product
3. Own e-mail campaign: enhances conversion
Yes: 96,2%