Campaign Overview:
To celebrate their 40th birthday, Wellington’s launched a customer rewards campaign aimed at driving sales and rewarding loyal customers.
The campaign, built and executed by SmartSlip, was designed to be simple and engaging. Consumers who purchased two specified Wellington’s products could scan a QR code or add a number on WhatsApp, upload their till slip, and instantly enter to win a share of R40,000 in vouchers.
Campaign Highlights:
High Consumer Engagement: The campaign successfully attracted 36 283 consumers, who collectively submitted 45 636 entries. Despite a slow start, the campaign gained significant traction in December, with the most entries (23 366) and the highest engagement levels.
Exceptional Interaction Rates: Throughout the campaign, consumers were highly engaged. On average, each consumer interacted with the campaign menu 16 times, highlighting the effectiveness of the engagement strategy.
Strong Data Collection: SmartSlip enabled Wellington’s to gather valuable first-party data, with 32 221 consumers opting in during the campaign. This data is crucial for future marketing efforts and personalized customer interactions.
Results:
Significant Message Engagement: Over 128,000 messages were exchanged on the WhatsApp line, showing strong consumer interest and interaction with the campaign.
High Validity Rate: Out of 45 636 entries, 41 106 were valid, ensuring that the campaign maintained its integrity and rewarded genuine purchases.
Top-Performing Retail Partner: Checkers led the way in driving entries, contributing 12 204 valid submissions, demonstrating the importance of strategic retail partnerships in campaign success.
Key Takeaways:
Consumer-Centric Design: The ease of participation through WhatsApp made the campaign accessible and appealing, leading to high engagement rates and effective consumer interaction.
Strategic Timing and Communication: The campaign’s peak in December underscores the importance of timing and targeted communication in driving consumer participation. The use of WhatsApp as a primary communication channel proved effective, particularly during peak shopping periods.
First-Party Data Collection: SmartSlip’s ability to collect and analyze first-party data provided Wellington’s with valuable insights into consumer behavior, which can be leveraged for future campaigns and personalized marketing efforts.
Conclusion:
Wellington’s 40-Year Birthday Campaign is a testament to the power of combining a simple, consumer-friendly mechanic with the robust capabilities of SmartSlip.
The campaign not only celebrated a significant milestone for Wellington’s but also drove consumer engagement, increased sales, and collected valuable data. For brands looking to replicate this success,
SmartSlip offers the tools and expertise to design and execute high-impact campaigns that resonate with consumers and deliver measurable results.
Ready to make your next campaign a success? Contact SmartSlip today to learn how we can help you engage your customers and achieve your marketing goals with innovative, data-driven solutions.
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