THE CHALLENGE
Historically, our client depended on traditional media to engage with their audiences and to drive more sales and engagement to their stores. As trends shifted, the client saw a need for more consistent digital marketing efforts to frequently drive site/store traffic, and increase sales year over year.
Goals
- Increase redemptions of quarterly coupon promotion
- Increase brand awareness and engagement with thrift store retailer’s shopping and donating locations and educating people on who their donations benefit
THE STRATEGY
Our strategy consisted of two phases, phase one was a digital campaign to promote the thrift
store retailer’s quarterly coupon promotion. Phase two was a brand awareness campaign:
Phase 1
- Display: Targeting of potential shoppers based on the overlapping of 1st and 3rd party data and the CRM (customer relationship management) data that the retailer had provided.
- Email Marketing: the coupon was featured in a weekly promotional email that highlights deals.
- Print: Coupons were also distributed through print during higher circulation days, driving interest in the promotion to the more traditional audience.
- Video: Created videos were targeted towards the identified audience and engagement.
Phase 2
- Video: Targeted video that highlighted shopping coupons, donation locations, and the retailer’s social media.
- Display: A wider target was cast to generate brand awareness and interest through display ads.
- Content Marketing: Focused on where the thrift store retailer’s dollars go and promoted the organization.
- SEO: An ongoing focus on increasing organic search results.
THE RESULTS
- A 53% increase in coupon redemption rate from 2015 for an increase in ROI (return on investment) from sales of 87% in Q1-2016.
- A 285% increase in coupon redemption rate from 2015 for an increase in ROI from sales of 385% in Q2-2016.
- Increased brand awareness, including driving more than 5,900 additional visitors to the thrift store retailer’s website.
