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CASA MODENA “GIRAMONDO CON GIRAVOLTE”

BRAND ACTIVATION

THE FEATURES

Casa Modena has chosen Advice Group in support of its progress marketing activity with its first digital collection, combined with a total restyling of its website! This project was shortlisted for the Loyalty Awards EMEA in 2013.

LOYALTY & GAMIFICATION

LOYALTY & GAMIFICATION

1TO1 MKT

1TO1 MKT

100% CROSS SELLING

100% CROSS SELLING

The Challenge

Implementing an articulated project which involves a mixed path of loyalty, a web game with a strong didactic value, as well as a series of 1to1 boosting actions established throughout the promotion (Dem, viral codes, text messages) with a view to fostering cross-selling and cross-trial, is order to build a proprietary database for future targeted CRM actions.

The solution

June 2012/January 2013

This is an Instant-Win contest with a unique in-pack code to engage consumers through a multi-channel mechanism (text message-web), at the same time leading to a loyalty process divided by prize thresholds.

Each code entered makes it possible to participate in the instant win contest and to collect points as part of the digital collection. The absolute novelty in the project is the possibility of turning the collected points into a batch of five meals to help former child soldiers in Congo through the Mago Sales Onlus foundation.

The prizes in the other thresholds are Trudi products, thanks to highly qualified co-mkt. On the reward side, there are also final sweepstakes with the possibility of winning a trip to a continent of your choice.

The Results/KPI

The loyalty program has led to +185% users and +29% codes entered compared to the brand objective, with an average product turnaround in excess of three packs per user. One user out of two, moreover, stimulated by targeted communication which encouraged them to try a different product from the one purchased in the collection, followed the brand – with a 51% redemption rate in respect of cross-trial objectives.

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