Success of Reserved promotional campaign

Almost 110,000 new fans on Facebook, nearly 80,000 new newsletter subscribers! This is just a part of the effects of the promotional campaign for the Reserved brand implemented from 15.03 to 25.03.

Almost 110,000 new fans on Facebook, nearly 80,000 new newsletter subscribers! This is just a part of the effects of the promotional campaign for the Reserved brand implemented from 15.03 to 25.03.

The actions were mostly aimed at generating the largest possible number of unique discount coupons and their use at shops. Additionally, our actions were focused on increasing the number of the brand's fans on Facebook and to develop the base of newsletter subscribers.

The campaign involved the distribution of discount coupons. There were two kinds of discounts at Reserved - 20% off for newsletter subscribers and 25% off 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 chains, Google AdWords, Facebook Ads) and by text advertisements. With the promotional actions, we also started cooperation with thematic website owners and the supplier for the partner website chain.
The whole thing was made complete by promotional mail sent to appropriate selected newsletter databases. We put a lot of emphasis on thematic organization of websites and recipient groups, focusing on women interested in clothes and related topics. In this way, we have managed to obtain a high conversion ratio of our marketing actions with a satisfactorily low cost of the lead.

The campaign was conducted on the basis of two settlement models - CPL (cost per lead, where the lead was generated by a coupon) on women's portals acquired by Novem, on the portal female.pl and CPC in the Google context network, on Facebook and on Nasza-Klasa.

The banner and mailing user were directed to the Landing Page, where they could choose a discount, which is most interesting for them (from the Facebook application or received by e-mail). Additionally, information about the promotion were published at www.reserved.com, they were also distributed by e-mail - to the internal Reserved database and through communication to current brand fans on Facebook.

Everybody who received a discount was also able to recommend it to their friends by giving them discount coupons.
This enhanced the virality and effectiveness of the whole action.

The campaign evoked great interest among RESERVED fans on Facebook and among internauts interested in clothes. The discount action proved to be a great success and discount coupons were distributed at a very fast rate. The success of the promotion is best illustrated by numbers:
- over a quarter million discount coupons were generated -
253,602 in total
- from 13 to 25.2012, the profile of the RESERVED brand gained 107,701
fans and the newsletter subscriber database grew by 77,410 new e-mail addresses.
- the coupon conversion ratio was 37.59% - it means that every third internaut went shopping to a RESERVED shop and used the discount coupon.