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Challenge:
A large cosmetics manufacturer wanted to
test Internet marketing as a tool to target teenage girls to make
purchases offline in one specific city. The Internet marketing component
of the campaign also had to be integrated with a small offline
initiative in order to achieve the objective.
As with many firms that do not own their channels of distribution, this
firm wanted to find out if a direct relationship with the customer
online as well as encouragement from the manufacturer would drive
customers to make purchases.
Solution: To address
this challenge we developed a strategy that integrated various
Interactive marketing services. Online advertising, an online contest
and viral marketing initiatives were all integrated into the campaign.
To reach the target market, BAM Strategy designed an online contest with
a prize that had a high value to teenage girls. The contest was
comprised of a fun interactive survey that provided the contestant with
their product usage ‘profile’. The profiles were fun and encouraged the
contestants to share them and compare them with friends.
The viral marketing component of the contest was an incentive to
participants to pass the contest along to their friends. Each additional
referral meant an additional chance for them and their friends to win. Teenagers are known to be a great audience for viral contests
as they have huge social circles.
A small geo targeted media buy in the selected city as well as an email
marketing campaign were undertaken to launch the contest. To maximize
the campaign effectiveness, the performance was optimized utilizing our
proprietary Learn and React™ performance analytics platform. (See Case 1
for an additional “Campaign Optimization” example)
The contest results allowed us to identify those respondents who are
most likely to be the "influencers" in their social circles. These people were then sent a
free sample of the product along with 10 “free sample” cards with a
promotional website address that they could pass along to their friends.
Results:
The contest resulted in thousands of registrations, thousands of
referrals amongst the target market and a significant
increase in the product’s sales in the selected city. From this
initiative, the client concluded that well executed interactive
marketing can be effective at driving immediate offline sales. The
massive ‘word of mouth’ component of the campaign was also a success and
proved that online is the ideal medium to build a ‘community’ of
satisfied customers.
Some additional findings and key learnings from the campaign:
- Referrals generated 54% of total
participants to the contest.
- Mention of the incentive (Prize)
resulted in a better conversion rate (9.69%
vs. 3.66%)
- Mention of the brand running the
contest increased registration by 25%.
- Effective campaign optimization and
viral marketing techniques reduced the cost of acquisition per
contestant by 78% from the start of the contest to its conclusion 8
weeks later.
To find out more please
contact us.
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