Objectives
- Encourage brand loyalty
- Drive sales of key Canon products during the Christmas period
Process
- Targeted emails are issued to existing consumers to announce the launch of the winter campaign
- Each email is tailored based on purchase history
- Links are provided to ‘Product Suggestion’ pages which provide consumers with additional information about each product
- A link is featured to the main promotional site which provides more details about the campaign and allows users to access the claim form
- Links are also featured to Canon social media sites to maximise engagement on social media
- Reminder emails are issued during the campaign to encourage engagement
- A final reminder email is issued towards the end of the campaign as a push to drive participation
Results
- Growth in repeat purchases
- Strengthened brand loyalty
- Increased sales of key Canon products