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Sam's Club Mobile 3.0: Apps for Android and iPhone
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes how Sam's Club, a US retail warehouse club, developed its mobile strategy in order to engage customers with the brand further.
This case study describes how Sam's Club, a US retail warehouse club, developed its mobile strategy in order to engage customers with the brand further. The brand app was targeted at existing customers who browsed online via mobile devices, and provided functional benefits including membership management, store stock checking, and location based services. The app also allowed customers to scan items in-store and purchase them via mobile. The strategy delivered increases in sales and membership renewals.
La Sirena: Fashion Attack
Cannes Creative Lions, Creative Effectiveness Lions, 2013
La Sirena, a retailer in the Dominican Republic, aimed to reposition its clothing as more fashionable and desirable with this campaign.
La Sirena, a retailer in the Dominican Republic, aimed to reposition its clothing as more fashionable and desirable with this campaign. It needed to present the goods as trendy, and as a less expensive alternative to designer clothes. Activations at fashion industry events - such as the nation's Fashion Week - were the key part of the campaign strategy; activity was backed up by a mobile and Facebook app and earned media - whether by seeding viral videos online or via a guerilla poster campaign. The Fashion Week effort raised La Sirena's clothing sales by 12.45%, exceeding the target of 3%, while social media fans for the brand increased by 620%.
John Lewis: Harnessing the selling power of emotion
Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2013
With this campaign, John Lewis, a UK retailer, used emotional TV advertising to maintain sales in tough economic times.
With this campaign, John Lewis, a UK retailer, used emotional TV advertising to maintain sales in tough economic times. The company decided to take a new approach to its marketing in 2009, after the financial crisis had hit the British economy and retail sector hard. The overall aims of the campaign were to increase spending among existing customers and recruit new customers. The emotional direction the campaign took was based on research showing the importance of emotional affinity to customer loyalty. Ads were focused on Christmas, generally the most lucrative time of the year for retailers. Commercials were relatively long (60 seconds plus) and were soundtracked by popular songs. By Christmas 2012, the third year of the campaign, total communications awareness had doubled and awareness of the TV ads had increased almost sixfold. It also generated huge earned media support: the advertising equivalent value of this coverage is over £4.2m. Tracking research revealed that the ads got a stronger emotional response than normal retail advertising. And Christmas sales grew by at least +7.6% year on year from 2009, reaching a high of +13% in 2012.
Kmart (Australia): 1000 Mums
ARF Ogilvy Awards, Gold, International, 2013
This campaign, from retailer Kmart in Australia, aimed both to improve quality perceptions and promote the company's low prices.
This campaign, from retailer Kmart in Australia, aimed both to improve quality perceptions and promote the company's low prices. It was grounded in a research project, which suggested the creation of an integrated earned, owned and paid media strategy. The creative idea was to film a real-life shopping experiment: the company invited 1,000 mothers come to a Kmart store on one evening to sample the store and its products, then guess the price of the everyday items – toasters, t-shirts, jeans, microwaves and so on. Ads highlighted the participants' surprise when the actual prices were revealed. Post-campaign data shows that Kmart increased share during the campaign's first festive period. The brand was also boosted on emotional metrics.
Experiencia Gourmet Corporate Identity
Design Business Association, Bronze, Design Effectiveness Awards 2013
El Puerto de Liverpool, the largest department store chain in Mexico, had tried on a number of occasions to create gourmet food halls within its stores.
El Puerto de Liverpool, the largest department store chain in Mexico, had tried on a number of occasions to create gourmet food halls within its stores. These were met with little success, with sales only accounting for approximately 2% of total store sales. However, after its more upmarket competitor, El Palacio, successfully introduced its own premium food hall offering, Liverpool needed to improve its appeal to those with a greater disposable income (16-25 year-olds and more upmarket consumers). In 2011, it introduced another food hall - Experiencia Gourmet. Its brand story and name set up Liverpool's buyers as gourmet food experts, while its premium identity was also designed to be accessible. From launch, Experiencia Gourmet delivers between 14-35% of total store sales on a daily basis. Additionally, its own-label bottled water now outsells Coca-Cola's Ciel brand, despite being twice the price. Experiencia Gourmet has also improved sales in Liverpool's home furnishings department.
Zellers: Festive Finale
Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2013
Canadian discount retail chain Zellers faced the unique challenge of trying to achieve a strong Christmas season following the announcement of its buy-out by a rival American chain (Target).
Canadian discount retail chain Zellers faced the unique challenge of trying to achieve a strong Christmas season following the announcement of its buy-out by a rival American chain (Target). This meant it had excess stock, its marketing budget had been slashed and profitability was given priority, meaning it could not compete by slashing prices. It needed to shift goods at regular prices, communicate about the forthcoming liquidation and maintain a positive brand image. Due to budget limitations, Facebook was the main channel for a campaign that engaged consumers by inviting them to choose their own coupons, vote for the in-store music, among other things. Zellers gained 66,000 Facebook fans and achieved a 2.5% overall sales increase, lifting profitability by 16%.
Telefónica: The Room
Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2012
Spanish telecom company Telefónica wanted to create a Halloween event in its flagship store in Madrid in order to double visitor numbers for the period and to increase relevance and engagement among 18 to 25-year-old consumers.
Spanish telecom company Telefónica wanted to create a Halloween event in its flagship store in Madrid in order to double visitor numbers for the period and to increase relevance and engagement among 18 to 25-year-old consumers. It created a 27sqm blackout room and commissioned horror film director Miguel Vivas to produce three exclusive short films to be projected inside the room. The event was publicised during two weeks prior to Halloween and resulted in over 10,000 people pre-booking to experience the film. The promotion was so successful the viewings were extended from six to 12 hours per day, and footfall increased ten-fold during each day of the promotion.
John Lewis: Making the nation cry...and buy
David Golding, Helen Weavers and Paul Knight, Institute of Practitioners in Advertising, Gold and Grand Prix, IPA Effectiveness Awards, 2012
In mid-2009 John Lewis, the UK department store retail chain, was struggling in a challenging financial climate.
In mid-2009 John Lewis, the UK department store retail chain, was struggling in a challenging financial climate. Its existing advertising was ineffective and a new approach was required. A bold decision to use highly emotional advertising, particularly on TV, generated a huge amount of interest in the brand. It resulted in more shoppers, visiting its stores more frequently and increased the average spend. The campaign generated £1074m of incremental sales and £261m of incremental profit in two years. Thousands of its employee-partners also benefited as the profitability of John Lewis communications boosted their annual bonuses.
De Bijenkorf: Inspiration 140 years
Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2011
De Bijenkorf is the largest department store chain in the Netherlands. For the chain's 140th anniversary, it celebrated with an inspiration-themed party, to highlight its own inspirational role in different fields.
De Bijenkorf is the largest department store chain in the Netherlands. For the chain's 140th anniversary, it celebrated with an inspiration-themed party, to highlight its own inspirational role in different fields. The challenge was both to draw people into the 'World of Inspiration', and to encourage them to buy. It was also important that the event didn't feel like a sales promotion in disguise. Activities with 140 incorporated into their names were based around fashion, home design, music, food and drink, and literature and promoted across TV, radio, magazines, online and outdoor. The results increased visitors and turnover and the promotion now runs as an annual event.
De Bijenkorf: The crazy queue
Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2011
De Bijenkorf is the largest department store chain in the Netherlands, known for its hundreds of events, its magazine and its spectacular window displays.
De Bijenkorf is the largest department store chain in the Netherlands, known for its hundreds of events, its magazine and its spectacular window displays. Every year, de Bijenkorf organises the biggest sales promotion in the Netherlands, known as the Drie Dwaze Dagen (Three Crazy Days). De Bijenkorf wanted to replicate the success of the sale online, which was done via an online game called The Crazy Queue, that also offered prizes. In order to compete, a person needed to 'like' the store on Facebook. The campaign employed a 360 degree strategy and resulted in 8,000 Facebook fans following the promotion and 2,583,729 visitors to the promotional website.
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