Almost 110,000 new fans on Facebook, almost 80,000 new newsletter subscribers! These are just some of the effects of the promotional campaign for the Reserved brand carried out from March 15 to March 25.
Almost 110,000 new fans on Facebook, almost 80,000 new newsletter subscribers! These are just some of the effects of the promotional campaign for the Reserved brand carried out from March 15 to March 25.
The aim of the activities was primarily to generate as many unique discount coupons as possible and to redeem them in stores. Additionally, we focused our activities on increasing the number of brand fans on Facebook and expanding the newsletter subscriber base.
The campaign consisted of distributing discount coupons. The discount on purchases in Reserved stores had two values - 20% for newsletter subscribers and 25% for fans of the brand on Facebook.
The promotion was supported by an extensive, multi-channel display campaign based on flash and static banners (partner networks, Google AdWords, Facebook Ads), as well as text ads. As part of promotional activities, we have also established cooperation with the owners of thematic websites and with the supplier of a network of partner websites. The whole thing was complemented by promotional mailings sent to appropriately selected newsletter databases. We placed great emphasis on the themes of the websites and the target audiences of the advertised advertisements, focusing on women interested in clothing and related matters. Thanks to this, we managed to achieve a high conversion rate of marketing activities with a satisfactorily low lead cost.
The campaign was conducted based on two settlement models - CPL (cost per lead, where the lead was a generated coupon) on women's portals acquired by Novem, on the female.pl portal and CPC in the Google contextual network, on Facebook and on Nasza-Klasa.
Users from banners and mailings landed on the Landing Page, where they could choose the discount they were interested in (from the Facebook application or obtained via e-mail). Additionally, information about the promotion was published on the website www.reserved.com, were also distributed via e-mail - to the internal Reserved database and through communication to current fans of the brand on Facebook.
Anyone who downloaded the discount could also recommend it to their friends by giving them discount coupons. This increased the virality and effectiveness of the entire campaign.
The campaign aroused great interest among Reserved fans on Facebook and among Internet users
interested in clothing. The discount campaign turned out to be a great success, and discount coupons
sold out very quickly. The success of the promotion is best seen in numbers:
- over a quarter of a million discount coupons were generated - a total of 253,602
- on 13-25/2012 107,701 fans were added to the Reserved brand profile, and the newsletter subscriber
base was enriched by 77,410 new e-mail addresses.
- coupon conversion was 37.59% - this means that every third Internet user went shopping to the
Reserved store and used a discount coupon while shopping
