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Bar Posto 6: Feijoada and the Beanstalk
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a campaign by Posto 6, a bar and restaurant in Sao Paulo, Brazil, which aimed to retain customers and increase purchases.
This case study describes a campaign by Posto 6, a bar and restaurant in Sao Paulo, Brazil, which aimed to retain customers and increase purchases. The company wanted to increase sales of a particular dish - feijoada - and so focused efforts on this. Customers were sent a box with a black bean attached. Inside was a kit in which to grow a plant, and a ruler with which to measure it. People were asked to photograph the plant and the ruler, with the discount given relating to the height of the plant. This method created intrigue and a way to stagger the uptake of the offer, and generated $31,940 in profit.
HMV: hmvip - putting the customer centre stage
Direct Marketing Association - UK, DMA Awards, Gold, 2012
The UK-based music and entertainment retailer, HMV, launched an eCRM system to collect and respond to customer feedback among its 2.2m loyalty card holders.
The UK-based music and entertainment retailer, HMV, launched an eCRM system to collect and respond to customer feedback among its 2.2m loyalty card holders. The system was designed to capture, measure and respond to live customer feedback from in-store experiences and opinions, and include dynamically-triggered emails and surveys, an integrated web platform and personalised live call-back and email follow-ups. It also included dynamically published social media integration to spread positive WOM. It delivered £120,000 in efficiency per year, and a 79% average revenue increase per engaged customer. Post-programme customer engagement revenue has resulted in an overall ROI of 2,109%.
Nickelodeon Universe: Scream Collector - We want your scream
Effie Worldwide, Bronze, North America Effies 2012
With the price of gas rising, Mall of America and its primary entertainment attraction - the indoor theme park, Nickelodeon Universe - needed to continue to attract a financially wary base of locals and tourists in 2011.
With the price of gas rising, Mall of America and its primary entertainment attraction - the indoor theme park, Nickelodeon Universe - needed to continue to attract a financially wary base of locals and tourists in 2011. Research indicated that many had a "been there, done that" attitude to the amusement park and older children and teenagers saw the rides as being solely for younger kids. However, the park had been updated with new thrill rides and attractions targeted towards the older demographic. Communicating that the new rides would literally make them scream by creating the Scream Collector figure, Nickelodeon Universe ridership increased 24% over the previous year.
HMV: Engagement programme
Direct Marketing Association - UK, Silver, 2011
With the decline of traditional entertainment formats, HMV, the UK music and entertainment retailer, needed to refocus on its audience to engage, retain and drive revenue from both retail and online buyers of music, DVDs and digital downloads.
With the decline of traditional entertainment formats, HMV, the UK music and entertainment retailer, needed to refocus on its audience to engage, retain and drive revenue from both retail and online buyers of music, DVDs and digital downloads. Firstly, an extensive data management review identified the target audience. This initiative revealed over 3 million customers who were not being marketed to. Then, to achieve its aim, the direct response material was redesigned to enable personalised 1-2-1 communication via emails, loyalty redemption triggers and retail support programmes. The resulting activity drove 16% incremental revenue with an ROI of over 600%.
HMV: Loyalty measurement
Direct Marketing Association - UK, Silver, 2011
HMV, the UK music and entertainment retailer, wanted to take a new approach to measuring customer loyalty and satisfaction by gaining direct feedback from customers and addressing any negative experiences immediately, thus minimising negative word-of-mouth.
HMV, the UK music and entertainment retailer, wanted to take a new approach to measuring customer loyalty and satisfaction by gaining direct feedback from customers and addressing any negative experiences immediately, thus minimising negative word-of-mouth. It used POS data as the source for emailing short surveys for comment, which enabled store managers to offer any disgruntled customers a chance to speak to them personally, so as to address their complaints. 23% of customers replied to the survey. Of those, 75% of the detractors agreed to call-backs from store managers, reinforcing the message about personal service. Additionally, the initiative is claimed to have saved HMV thousands of pounds by not using the traditional mystery shopper method of determining customer service.
Gandhi Bookstores: The last book on earth
Direct Marketing Association - US, Silver, ECHO Awards, 2011
Librerias Gandhi, the Mexican bookshop chain, wanted to engage customers in reading. It chose a campaign around the popular topic of the end of the world.
Librerias Gandhi, the Mexican bookshop chain, wanted to engage customers in reading. It chose a campaign around the popular topic of the end of the world. A campaign asked, if the world ends soon, what would you write in the last book on Earth? A site allowed people to see videos of end-of-world scenarios and submit their own written entry for the last book. One hundred stories went online in the first few hours and the project gained vast online and media attention. Once edited and printed, the book sold more than 2,000 copies by entry time - this in a country where people read 2.7 books per year on average.
Zoo Records: Hidden Sound
Cannes Creative Lions, Creative Effectiveness Lions, 2011
In 2010, Zoo Records - a small music shop in Hong Kong selling alternative music, wanted to increase its CD sales.
In 2010, Zoo Records - a small music shop in Hong Kong selling alternative music, wanted to increase its CD sales. Its objective was to create awareness of its store and increase CD sales by 30%. This had to be achieved with a limited budget and in a city where mainstream pop music dominated television and radio. The strategy adopted involved using a campaign of posters and mobile website housing. The music and profiles of 14 indie bands were imbedded into barcode which was then used to form posters of nocturnal animals that lived in Hong Kong. Consumers could scan these barcodes using their mobile phones to reveal the profiles and songs of the bands. They could then purchase the songs using their phones and share the music on social media websites. The campaign led to a 150% increase in brand awareness in the month preceding the campaign and a 130% increase in CD sales within a 4 month period of the campaign launch. This local campaign became international as it gained mentions in international media magazines, 15,000 views on YouTube and the music from the 14 bands was reviewed on international blogs.
Discover Boating: Making Waves
Effie Worldwide, Gold, North America Effies 2011
Discover Boating is a boating awareness and general interest group charged with promoting this recreational pastime.
Discover Boating is a boating awareness and general interest group charged with promoting this recreational pastime. The group faced a tough challenge when the economy plummeted and sent boat sales into a downward spiral. The boating lifestyle needed to be revived. Our main mission was to generate leads by putting the blast back into boating. To make waves with boating enthusiasts we created a dynamic flash game for Facebook which leveraged the power of social media to create interest. With an overly-modest media spend, our fishing boat, wake-rider and cruiser games exceeded the goals!
Red Packet: Launching a gift experience in Hong Kong
Sarah Farnham, Benjamin Hall and Gerard Belicha, Warc Prize for Asian Strategy, Entrant, 2011
The Red Packet case study describes the process of a new product launch in Hong Kong based on the already successful Western concept of gift experiences.
The Red Packet case study describes the process of a new product launch in Hong Kong based on the already successful Western concept of gift experiences. Through consumer insight, market understanding and a strong client/agency partnership the brand was brought to life across numerous marketing touchpoints from bespoke packaging with Asian flavour and a fully functioning ecommerce website, through to on- and offline marketing activity throughout the course of a year. The climax of all marketing efforts was the Christmas 2010 campaign, where Red Packet became the most talked about gift experience brand (amongst its newly established competitive set) and achieved sales figures amounting to more that 70% of the annual sales.
Mothercare (Early Learning Centre): Jack & the Beanstalk
Direct Marketing Association - UK, Gold award, 2010
Early Learning Centre, the children's toy retailer, wanted to increase the number of parents who bought birthday presents at its stores.
Early Learning Centre, the children's toy retailer, wanted to increase the number of parents who bought birthday presents at its stores. It created the Big Birthday Club, which now has over a million members who are mailed just before their children’s birthday. The scheme has generated nearly £8 million in revenue, has a response rate of 17% and an ROI of 13:1.
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