Who’s the DADI?
On 8 November 2012 we were overjoyed to win the prestigious DADI Award for ‘Digital Media Strategy of the Year’ for the ‘Call it Spring’ campaign for Debenhams.
The accolade recognised the highly effective strategy for the campaign that drove 44% of online sales for an exclusive, new Debenhams shoe collection – generating almost 36,300 unique visits from the emails and online ads.
The campaign incorporated social media, online display advertising and email. This was a first for Debenhams and it proved to be incredibly successful; achieving awareness, engagement and sales – all on a very limited budget.
The DADI judges said: “STEEL created a highly successful multi-channel campaign which met Debenhams’ objectives for increased brand awareness, social engagement and to drive sales for the new product line. Through researching the key customer groups, determining the most successful method of engaging them and devising an overarching creative strategy across all digital channels.”
Brandy Gillespie, Online Marketing Manager, Debenhams said: “STEEL immersed themselves in the ‘Call it Spring’ DNA and took a customer focused approach when developing the integrated multi-channel campaign strategy. The creative is strong and inspirational while showcasing the affordability of the product through every channel. We are extremely excited about the success of the ‘Call it Spring’ campaign launch.”
Andy Hinder, STEEL’s CEO, said: “As a product category, shoes are particularly difficult to sell online, so for the campaign to have driven almost half of the sales online is practically unheard of. It shows retailers how effective the digital mix can be in generating sales and that online is a viable sales channel for all fashion product lines.”
Debenhams is a key client of STEEL and we’ve been working together for well over a decade. We were delighted they could be present to receive the award with us.
You can see all DADI results here >