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the campaign
behind the
#7SSN1701
Build awareness for the SafeShops brand (and its label), partners & members
- Position both SafeShops and its members as the “safe shopping community”.
- Recruit new members for the SafeShops label.
Create engagement with the target audience of online shoppers
- Let consumers discover the SafeShops members.
- Make them explore and discover the product range and offers.
Push towards conversion for SafeShops members
- Create a unique & relevant buying opportunity for the consumer. #BelgianBlackFriday
- Stimulate purchase & positive buying experience.
The briefing: Our challenge
THE 7 SLEEPLESS SHOPPING NIGHTS 2017
• A 7 nights shopping bonanza – www.shoppingnights.be - www.lesnuitsdushopping.be
• Deals from SafeShops Members
• The e-shop grows into an online event, “not to miss”
• We use smart media support like radio to drive traffic & stimulate engagement
The campaign strategy
B2B CAMPAIGN
• Direct Mail: Boxes
• Email campaigns
• Paid traffic
• Social Media
Our Campaign
B2C CAMPAIGN
• Radio
• Email campaigns
• Paid Traffic
• Social Media
• Toolkit
B2B
•1.300 boxes were send out to
Belgian webshops.
•100 boxes had been given during
the E-commerce Xpo Liège
The Mail Action
•15 emails were send out to our DB
9 emails talking about our partners
actions.
Email campaigns
DB 7500
B2C
Radio
Email campaigns
Numbers
behind
#7SSN1702
Label demands during the campaign
19
Participating Webshops
5080number of Webshops
Dutch Versionnumber of WebshopsFrench Version
+9 participating webshops +20 participating webshops
24.000SESSIONS DURING #7SSN17
more numbers
24K 89K18KUSERS SESSIONS PAGE VIEWS
Channel
Impact
#7SSN1703
0
500
1000
1500
2000
2500
3000
3500
4000
15th 16th 17th 18th 19th 20th 21st 22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st
(Other)
Referral
Social
PaidSearch
Direct
OrganicSearch
Whole Campaign
RadioORGANIC + DIRECT
TRAFFIC
Radio
#7SSN1747%
0
200
400
600
800
1000
1200
1400
1600
1800
15th 16th 17th 18th 19th 20th 21st 22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st
Organic Search Direct
Radio. Impact on shoppingnights.be
Radio. Impact on safeshops.be
0
100
200
300
400
500
600
15th 16th 17th 18th 19th 20th 21st 22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st
E-mailB2B & B2C CAMPAIGNS
Email impact. Campaigns
#7SSN1728%
Email. Impact. Whole Campaign
0
200
400
600
800
1000
1200
1400
15th 16th 17th 18th 19th 20th 21st 22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st
Social AdsB2B & B2C CAMPAIGNS. FACEBOOK AND
B2B B2C B2C
Social Ads
#7SSN177%
Social
Social
Organic &
Referral
#7SSN1713%
Traffic Channels. During the #7SSN17(25/4-1/5)
27%
20%28%
7%
10%
3%5%
Organic
Direct
Paid Ads
Social
Referral
Others
Opinion
Consumer
#7SSN1703
Survey
B2C Survey. Results
Did you shop during the
#7SSN17?
61,438,6YES NO
B2C Survey. Results
How often do you listen the
radio?
66%
24%
1%
4%5%
Everyday
2 to 4 times a week
Once a week
Less than once a week
Never
B2C Survey. Results
Do you remember this radio
spot?*
*THE CONSUMERS HAD THE CHANCE TO LISTEN THE RADIO SPOT BY CLICKING ON
A PLAY BUTTON IN THE SURVEY
55,544,5YES NO
B2C Survey. Results NL
Are you happy with the
number of participating
webshops?
48,151,9YES NO
If not, Do you think there
were too many or too few
webshops?
B2C Survey. Results NL
9,391,5TOO FEW TOO MANY
Opinion
Webshop
#7SSN1705
Did you have extra visits
during the #7SSN17?
B2B Survey. Results
Had extra visits during the #7SSN17
83%
Can you indicate the percentage
sales increased during the
#7SSN17 in comparison with a
normal week?
B2B Survey. Results
Sales increase average #7SSN17
6,9%
How many orders did you
receive from your 7SSN
offer?
B2B Survey. Results
22%
61%
6%
11%
0
1 to 25
26 to 50
51 to 100
How much turnover did you
have?
B2B Survey. Results
22%
17%
33%
28% 0
from 0 to 100€
from 100 to 1000€
from 1000€ to 5000€
Will you participate to the 7
Sleepless Shopping Nights
next year?
B2B Survey. Results
Will participate on the #7SSN18
95%