Case study
Cracking Christmas sales
Christmas campaign for lastminute.com
We helped lastminute.com beat their sales targets by 184%. We exceeded data capture targets by 400% and the campaign was a finalist in the retail sector of the 2007 NMA Effectiveness awards. Not bad considering the whole thing was completely crackers. The campaign smashed all targets and also delivered high levels of brand engagement with a return on investment ratio of over 6.64:1
To cut through the Christmas noise demanded innovative online advertising and a thoroughly engaging viral campaign.
lastminute.com approached us to create an online advertising campaign to sell their range of quirky gifts for the key Christmas period. The strategy we proposed went a lot, lot further. We started by mobilising the lastminute.com database with an engaging viral campaign. We sent them instant prize-winning Christmas crackers which they had to pull with a friend online. We then hit the web with rich media style crackers in standard positions which people pulled in their thousands. The campaign snowballed - if you’ll pardon the festive pun.
The power of a simple idea, driven by ‘warm customers’, backed up with the chance to win and some sparkly and enticing creative ad placements did the trick. And Santa was kept wonderfully busy.
Working with STEEL we've been able to create something fun that lets the customer interact with our brand, invite their friends and get offers targeted to their needs quickly and easily. Dan Pilkington
CRM Communications Manager, lastminute.com
