The campaign needed to reach consumers in both the renovation and new-build markets. As such, Clipsal had two prize packages worth $20,000 each to give away – one focused on smart home automation and the other on new electrical products. In addition, Clipsal wanted to tie in a charitable giving element to the promotion, with 200 solar lamps available to be donated to remote overseas communities with limited access to electricity.
Luminary was tasked with producing the campaign from concept development through to copywriting, design and digital implementation.
The promotion was titled ‘Head Start’, bringing together the idea of giving consumers a head start on their new build or renovation project, while also giving a head start to a community in need. For every 10 of the first 2000 entries into the competition, Clipsal would donate one Mobiya solar lamp.
The promotion incorporated a banner on all pages of the Clipsal website as well as specific pages dedicated to the prize packages, the solar lamp initiative, and the competition’s Ts and Cs. To encourage social sharing of the campaign, each time an entrant shared the promotion on social media they would get an extra entry into the draw (up to a maximum of four additional entries).
The campaign was linked with Kentico’s Enterprise Marketing Solution (EMS), which was used to provide different views of the campaign based on the context of the visitor’s previous interactions with it. So for example, if someone who had already entered the competition came back to the site, rather than seeing the original competition banner they would be presented with a banner inviting them to share the competition on social media or read about the Mobiya lamp initiative. This helped to progress visitors through a journey from initial engagement (filling out a form) to campaign advocate (sharing the campaign) rather than just showing them the same information each time they returned to the site.
The promotion was supported by a number of external channels that were managed by Clipsal, including point of sale material, flyers and social media advertising.
In its four months of operation, the campaign generated more than 5600 new subscriptions for Clipsal’s database. There were 1143 shares of the campaign, and all 200 lamps were donated to communities and need. The campaign was so successful that Clipsal has decided to run it again this year.
The work developed by Luminary was more than we could have hoped for. It was such a success that we are running the same promotion again. One of the things that has made it so successful is the competition banner being across the top of all consumer pages. This allows us to link multiple campaigns to this opt-in encourager. Before the customer lands on the information they are looking for, they land on the competition - this has cut down on the chances of a customer missing the chance to opt in. It has also created an easy interface for customers and has meant that we don’t have to send customers to a specific landing page and can just promote the competition in that section.
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