The Best Digital Marketing Campaigns in the World II - Case Study

Positive Power Sp. z o.o. | web: www.en.positive-power.pl | e-mail: [email protected] | fb: www.facebook.com/positivepowerpl

The Best Digital Marketing Campaigns

in the World IICase study

http://www.en.positive-power.pl/

mailto:[email protected]

http://www.facebook.com/positivepowerpl

Campaign case study has been published in The Best Digital Marketing Campaigns in the

World II, along with 40 other campaigns with such brands as McDonald's, Nike,Samsung,

Harley Davidson, or Volkswagen.

The whole digital campaign was prepared and performed by Positive Power Sp. z o.o.,

including conceptual, graphical and development works.

Christmas sales campaign for the outdoor webshop 8a.pl, has been chosen from over 700

campaigns from all over the world.





Who did we work for?





8a store is the biggest Polish webshop that offers outdoor gear and clothing of such brands as the North Face, Climbing Technology,

Zamberlan, Metolius, Grippy, Ocun, Rock Pillars.The store is aimed at the narrowed target group of outdoor sports lovers. The

company was founded in 2002 starting from bricks and mortar and deciding for online business in 2003.

Client |





What was the challange?





Bearing in mind that christmas shopping in ecommerce sector starts from the early days in November, we prepared a bulk of promotional

activities for 8a. Christmas time, especially profitable for online businesses, is a perfect time for pro-selling campaigns.

In this connection , we decided to:

operate on the following digital marketing channels:

website

social media

email marketing

search engine activities (SEO/SEM)

performe the following activities:

banner creations and social ads

project of newsletters and mailing

two facebook apps design and implementation

preparation of chirstmas interface for 8a store

Work |





What about the goals?





8a webshop was the most important part of the campaign. Considering the before-christmas period, we targeted the promotion at

the products that would perfectly suit as a christmas gift. To support this idea, we designed and implemented a special gift category

on the store, whose role was to remind and suggest the need of making christmas shopping. This was excellent incentive to

increase the average basket worth. Also, the basket information box kept customers informed on how much more should they buy

to get 8a gadgets (sticks, bags, mugs with 8a logo). (The threshold – 170 €).

Goals |

Budget: 6 200 €


sales boost

presentata of webshop offer

reaching new potential customers interested in outdoor activities

strenghtening customers loyalty




How does the app work?





Additional campaign element which engaged users and encouraged them to come back shopping was online application Draw

a gift, which was accessible on both the website and company Like Page on Facebook. The app enabled users to draw 8a.pl

webshop's products marked as special offer products. User chose a sex of a person for whom draws an item and clicked Draw

button. A user could draw 3 items and get 25% discount.

Application |

Discounts that a user could get:

3 items – 25% discount

2 items – 20% discount

1 item – 15% discount


Every user had the drawings limit (10 draws on the 8a.pl store, 5 draws on Facebook), which generated traffic on the

website, returning users, and fans on 8a Like Page.




What else?





Among promotional activities led outside the webshop was a christmas app - A letter to Santa. This was another contest app

for 8a.pl webshop. This competition has the aim of presenting the rich 8a offer, engaging outdoor sports lovers, and

encouraging them to move to the webshop to make a purchase. A user's task was to write a letter to Santa Claus and ask

for 3 out of 30 items from 8a.pl assortment. Secondly, a user needed to invite their 3 friends to take part in the contest. An

invited friend received also 10% discount for 8a.pl assortment. The author of most interesting idea was granted with items for

which asked in the letter to Santa. Additionally, 10 letters with the biggest number of votes received gadgets with 8a.pl logo.

A letter to Santa |


Results:

over 200 submissions for A letter to Santa Claus contest

over 3000 new fans

20% increase of traffic on 8a.pl website

significant sales increase




What about additional promotional activities?





Webshop promotional activities were supported by the email marketing campaign, which helped for constant

campaign coverage. The subscribers were frequently informed about the coming Christmas and shopping. Each

newsletter concerned another promotional activities, thanks to which users could keep track of the current sales and

competitions.

Another crucial promotional activity was the re-marketing campaign which targeted traffic to the products

especially recommended during christmas shopping period. The main element constituted banners promoting 8a.pl

assortment.

All the activities were bringing profits also during after christmas period. Thanks to the drawing app which generated

many returning users, and promotional codes. At the same time, we were building brand awareness, which boosted

sales.

Promotional activities |





Let's talk about the results!





Numbers |

3400 unique users was engaged in the christmas campaign activities

30% sales increase during the christmas campaign

45% increase in opening newsletters during the christmas period (November, December)

5 times increase in the number of users that open a newsletter and go to the website

over 200 thousand drawings in the app Draw a Gift

over 200 submissions to the contest A letter to Santa

over 300 new fans on Fan Page

significant traffic on the website generated from the Facebook apps

20% increase in traffic on the website during the chistmas period





Interesting facts





Facts |

We started the campaign at the beginning of November and we frequently reminded users about gifts,

increasing their engagement at the same time.

The campaign was very successful. The most effective sales tools were Facebook applications and the

communication on 8a Fan Page, where we constantly posted news and encouraged users to interaction.

We were the sole authors of the whole concept which positively influenced the campaign. We kept control over

the coherent communication in different communication channels. We could also synchronize all the activities

and optimise the campaign.





8a about us |

We have totally entrusted Positive Power our webshop creation: concept,

development, implementation, maintenance and technical support. Positive Power

performed the tasks with full professionalism and engagement, which proved that

we have estabilished cooperation with the serious business partner.

Piotr Czmoch





Contact us for more information |

[email protected]

www.en.positive-power.pl

www.en.positivetechnology.pl



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The Best Digital Marketing Campaigns in the World II - Case Study

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