7 sleepless shopping nights by Grey

Safeshops 7 Sleepless Shopping Nights June 11 2015

7 Sleepless Shopping Nights

The Briefing: our challenge

1.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.

2.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.

3. Push towards conversion for Safeshops members - Create a unique & relevant buying opportunity for the consumer. - Stimulate purchase & positive buying experience.

The campaign Strategy

We not only wanted to claim that online shopping is a safe and rewarding experience.

We wanted to demonstrate that people who shop at e-shops with a Safeshops label have the best shopping experience possible: How? By putting the consumer at the heart of the campaign. -We focus on the key consumer benefit linked to safe online shopping. -Great deals and peace of mind from the comfort of your home whenever you want to shop. -Because, thanks to the Safeshops label, you can shop when the other shops close their doors…

The campaign Idea

Safeshops therefore proudly presents: The 7 Sleepless Shopping Nights - We create an online shopping event platform with Great Deals - A 7 nights shopping bonanza. - All the best deals come from Safeshops Members - The e-shop grows into an online event, “not to miss” - We use smart media support to drive traffic & stimulate engagement.

- (visual van campagne als achtergrond, cfr beeld volgende slide, maar def versie)

How we have built the 7 Sleepless Shopping Nights

together

The campaign Roll-out B2B campaign B2C campaign:

- Radio

- Social Media

- Owned Media

- Engagement Partners

B2B campaign

Toolkit:

Event

B2B - DM • 300: Fair Kortrijk • 1100: Prospect • 200: Members

• 300: e-shop expo (Brussels)

Toolkit:

e-dm

Toolkit

Website

B2C Campaign

Radio

10 seconden E SAFESHOPS 16 DEMAX STUBRU 13U-19U (10") F SAFESHOPS 19 BIG HITS 20U-22U (10") R SAFESHOPS 17 YESWEEKEND 12U30-15U00 (10") X SAFESHOPS CATEGORIEN 1 (10") Z SAFESHOPS CATEGORIEN 2 (10")

20 seconden A SAFESHOPS 01 INFOSPOT (20")

15 seconden K SAFESHOPS 02 FASE 2 18U (15") W SAFESHOPS 03 FASE 2 19U (15") B SAFESHOPS 04 FASE 2 19U-24U (15") N SAFESHOPS 05 FASE 2 NACHT (15") AB SAFESHOPS 06 FASE 2 24U-06U (15") O SAFESHOPS 07 FASE 2 06U (15") I SAFESHOPS 08 FASE 2 07U (15") J SAFESHOPS 09 DAG 1 ZATERDAG (15") D SAFESHOPS 10 DAG 2 ZONDAG (15") M SAFESHOPS 11 DAG 3 MAANDAG (15") AC SAFESHOPS 12 DAG 4 DINSDAG (15") T SAFESHOPS 13 DAG 5 WOENSDAG (15") G SAFESHOPS 14 DAG 6 DONDERDAG (15") V SAFESHOPS 15 DAG 7 (15")

Radio

Fase 1 Aankondigingsspot

Radio Studio Brussel

Radio

MNM

Radio

Nachtspot

Radio

Spot Zondag

E-mailing

E-mailing

Bannering

Website

Website

Social media

Social media

Social media

Social media

The Results

Awareness Radio

Targets 20-54

Likeability Radio

not at all a little it was ok I liked it I liked it a lot average

0 1 6 13 3 3,78

Did you like the radio commercial?

Engagement

Unieke bezoekers

10.000

Engagement

Extra Site visits @memberSafeShops?

Yes: 74%

Engagement

Member growth

2012 2013 2014 june 2015

25 50 100 200

Engagement

Extra Site visits @memberSafeShops?

Yes: 74%

Conversion

@members SafeShops

NO: 38,5% - Yes: 61,5%

Conversion

0 0-50 50-250 1000-2500 2500-10000 >10000

10 6 3 1 3 3

Conversion

If Hello bank! deal:

58%/42%

What did we learn?

Awareness

Radio and email: a strong combination

Own learnings:

Happy Night: Too complex for buyers

Finetuning Ipad version of the site

Finetuning SEO/ alternative url

What about Radio 1 & French part…

Learning for webshops:

General promotion works better than individual offer

Personalize your visual (include logo/…)

Radio & e-mail: works also for you

Learnings for members:

1. Logo integration in visual members: works

2. General reduction: works better than specific product

3. Own e-mail campaign: enhances conversion

Would you participate next year?

Learnings for members:

1. Logo integration in visual members: works

2. General reduction: works better than specific product

3. Own e-mail campaign: enhances conversion

Yes: 96,2%

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