CLICK2CHIC.SI

LAUNCH CAMPAIGN

Category A – Strategic use of the media mix

ABOUT CAMPAIGN

� Launch of Click2Chic.si, largest Slovenian

online cosmetics shop

� Launch campaign: 12. – 31. October 2012

� Multi-channel communication strategy,

which covered all relevant touch points.

� We created an interactive experience by branding locations in real life to show that in our shop you can shop almost everywhere.

� Digital displays with top products from Click2Chic.si. Each product wasattributed a unique SMS code. The user sent an SMS for a product and received a unique code that gave him either adiscount or a free product. The usersstarted using codes after November 1.

� RESULTS IN A WEEK (Click2Chic.si opened on 25. 10. 2012):

� Total number of visits: 249.627

� Total number of unique visitors: 25.060

� Average time spent on site: 3.40 min

� Almost 20 % of visitors accessed using

mobile device or tablet.

� More than 100 entries through QR-

codes.

� 2.444 users joined our Facebook

application, sent 35.105 invitations and

gathered 18.091 products, together we

received more than 9.000 Facebook

fans.

TARGET GROUPS

AND COMMUNICATION GOALS

� Target groups:

All in the age of 16 to 49,

focusing on:

� mobile and trendsetting

individuals, early adopters,

� women from 25-49 with higher

purchase power.

�Communication Goals:

�Build brand awareness and position as

trendsetter and largest Slovenian online

cosmetics shop.

�Present products sold online and bring web

UX in offline channel with communication tools

that consumers trust (SMS).

�Generate buzz, trigger desire to shop and

promote broad consumption online.

�Show accessibility (shop from everywhere –

mobile, tablet, computer …).

�Direct users to online store and gain

conversion.

DIGITAL DISPLAYS

� Digital displays with top products. Each

product had an SMS code. The user sent

SMSes for products and received unique codes

that brought him discounts or free products.

� Every code included a discount, but the user

didn’t know it’s content until he registered on

Click2Chic.si and checked the code out. Digital displays repeated in Facebook application.

� In November, users were able to start using codes with discounts and free products. We

also enabled massive entry points with the use

of multi-channel and support of traditional

media-mix for high reach.

DIGITAL DISPLAYS

� We created an interactive experience by branding locations in real life to show

that in our shop you can shop almost

everywhere.

� We placed digital shop displays on most

frequent locations – kiosks, posts, LPP

bus …

� Adapting communication messages to

the location where the ad was presented.

All of them had QR-codes.

COMMUNICATION

STRATEGY

� Enable instant engagement on

different entry points through

targeted communication adjusted to

different target groups.

� Trendsetting strategy and creative

solutions that were not seen beforein Slovenia.

�Multi-channel communication strategy:

�Combination of general online media (24ur.com) and niche online (Zadovoljna.si, Planet-lepote.si, Elle.si …) and print media (Elle, Cosmopolitan). �Targeted performance advertising on Google, Facebook, Mobile and Najdi.si.�Positioning of shop and products in beauty categories of Bolha.com and Ceneje.si.�Print and classical outdoor. �7 second TV-ads.

�Owned media:

�Facebook: www.facebook.com/click2chic.si�Pinterest: www.pinterest.com/click2chic�Twitter: www.twitter.com/click2chic

Channel Media / portal / Type Format Campaign type Communic. goal

Outdoor Kiosks, posts, LPP bus and

other locations.

Digital displays Branding and

tactical awareness

Building brand awareness

and creating an

interactive experience.

TV POP TV 7 second TV-ad Tactical

awareness

Building brand

awareness.

Online media –high reach

24ur.com Ad-takeover,

background,

banner, and PR.

Branding Building brand awareness

among broadband users.

Niche onlinemedia

Zadovoljna.si,

Cosmopolitan.si, Elle.si,

Planet-Lepote.si, Bibaleze.si,

Moskisvet.com

Background,

banner,

sponsorship,

takeovers …

Branding +

Performance,

targeted product

advertising

Brand awareness and

informing about service

and products.

Print Elle, Cosmopolitan, Story 1/1 ads Tactical

awareness.

Building brand awareness

among opinion leaders.

Online shops Bolha.com, Ceneje.si Affiliate and shop

links

Performance Position in online store

market and gaining

backlinks.

Facebook Premium positions and ads,

Facebook application

Text ads and

sponsored stories

Performance

+ Branding

Present AmisTV 3.0 and

inform brand

ambassadors.

Search andContent

Google Search Slovenia and

Content Nework, Najdi.si

search

Text ads, banners

and video

advertising

Performance Building positive affection

towards Amis by offering

all infomation needed.

Owned media Facebook, Pinterest, Twitter,

Mailing

Content Education Build performance

through useful content.

ONLINE

ONLINE

FACEBOOK

PRINT

OTHER

OWNED MEDIA