CASE STUDY: Raising awareness of a local store opening

Provided by Gasp
The very first Creased Cards store opened in Brighton & needed a campaign to help it outshine the big hitters like Clinton Cards
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What was the Challenge / Background of the Campaign?

The very first Creased Cards store opened in the happy town of Brighton just prior to Christmas 2013. It sells a unique and fun range of greetings cards and gifts in-store and online. The retailer needed a campaign to help it outshine the big hitters like Clinton Cards and Scribbler.

What was the Campaign Objective?

They needed to raise awareness of the store in Brighton and interact with the lovely locals in the process. Maximum engagement was needed on a modest budget.

What was the Solution?

We created a Facebook campaign called "Be Funny for Money", a caption competition. Promotional staff distributed 2500 greetings cards in envelopes on one day in the busy town centre. They featured the uncaptioned image, along with details of how to win by visiting www.facebook.com/CreasedCards. The process was easy, open and democratic; the most 'liked' caption would win a whopping £250. Even more exciting was that the winning caption would be made into a greetings card and sold in store for the whole year.

What were the Results?

Over 150 Brighton residents entered the competition and there were some wonderfully cheeky entries [see attached image]. We also 'boosted' the promotional postings to an extended network. This gave the campaign a reach of 34,700 people, of which 2,200 engaged with Creased Cards. A focused marketing penetration that would have been near impossible via other channels, demonstrating immediate ROI for Creased Cards. Very positive indeed, we're sure you'll agree.

What were the Key Learnings of this Campaign?

You don't need us to tell you that successful social media campaigns are measured by 'engagement' rather than volume of 'likes' or followers. At less than £1 for every new engaged prospect, acquired for a completely new and unknown retailer, we think that constitutes a roaring success.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k34,700 local residents
All adultsBoth
All
Main Shopper
SOCIAL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
SouthAll YearBUILD AWARENESSSAMPLING
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