Otto: The Letter

This case study explains how OTTO, the German online retailer, used emotional storytelling in an integrated campaign to increase sales in the Christmas period.

Advertiser: OttoAgency: HEIMAT, BerlinCountry: Germany

Objectives

The Brief

To succeed against the competition within the (online) retail landscape, OTTO needed a Christmas activation campaign that didn’t only make the brand stand out and engage consumers, but would also help to support sales and revenue on OTTO.de.

Commercial objectives

  • Increase sales in comparison to 2014.
  • Concrete: Beat prior years Christmas benchmark in November / December sales.

Marketing objectives

  • Drive traffic to OTTO.de.
  • Concrete: Increase visits and unique visitors numbers.

Communication objectives

  • Create awareness for OTTO brand.
  • Concrete: 1) Generate reach and interaction. 2) Build relevance and...

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