For the House brand, we prepared a Facebook application that engaged young people to interact with the brand and invite friends to have fun with them. You could get coupons with a 30% discount on all clothes in House stores.
Campaign goals:
The main goal was to build House customer loyalty, increase sales and distinguish the brand's fans by offering them a discount.
Ałofenia:
One of the basic assumptions of the "Haunted House" campaign was to create a coherent online campaign involving the allocation of discount coupons for purchases made in House stores. Each participant could invite their friends to join in the fun, thus receiving a discount on clothes. Each coupon has a unique barcode, which is verified using a special application at the point of sale.
One person had to invite 3 friends to participate in the campaign to receive a coupon.
Tools usedęworks:
The campaign placed particular emphasis on e-mail marketing, communicating the campaign to brand fans on Facebook and information on the website. A special Facebook application was created for the campaign.
Action duration:
The campaign consisting in inviting friends lasted for the last two weeks of October, and purchases could be made on October 29-31, 2010.
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Course of action:
The promotional campaign began with the communication of information about the promotion on the brand's Facebook wall. To get the discount, you had to invite 3 friends to become fans of the House brand.
The obtained coupons could be redeemed on October 29-31, 2010 in all House showrooms.
The development of the campaign was monitored on an ongoing basis (thanks to unique barcodes, we were able to generate detailed data). At the same time, the use of Facebook enabled two-way communication with the recipient - during the campaign, doubts regarding the rules of the campaign were clarified on the House profile board. Facebook enabled a quick reaction, answers to any questions and reminders to fans about the ongoing campaign
Effects/results:
The campaign enjoyed great interest among the House brand recipients. Fans often took advantage of the promotion and shared their doubts with other users on the Facebook profile wall. Users made purchases and showed their satisfaction on the "wall".
The unique barcode system made it possible to generate detailed statistics on the popularity of discount coupons. We managed to obtain interesting results:
· Number of people who used the application: 19 000
· Number of coupons used in showrooms: 5 182
· Number of new fans after the action: approx. 3,500
The campaign contributed to the increase in popularity of the House brand profile on Facebook, which currently has almost 200,000 people.
