DraftFCB increase sales for Furniture Village by capitalising on the May Bank Holiday with an excting online campaign.
The May Bank Holiday period is a key opportunity for all retailers, especially for considered purchases such as furniture. DraftFCB was tasked by Furniture Village to optimise the already successful affiliate program throughout May to maximize returns as all furniture retailers compete for attention from a receptive consumer base.
The objectives of this campaign were to build brand awareness and to increase sales for Furniture Village.
DraftFCB recommended a strategic mix of paid placements aimed at increasing coverage in line with individual publishers strengths. Media owners capable of significant targeted bursts in traffic were assigned to the two key Bank Holiday Mondays, while publishers who could deliver significant volume over extended periods were enlisted to develop brand awareness and drive conversions around those times. In addition the significant number of long tail publishers was equipped with regular updates and fresh promotional content to enhance their earning potential.
The results of the campaign were exciting for both DraftFCB and for Furniture Village! The affiliate program generated 100% more revenue than both the previous month and May 2012. In addition a further 20% of commissions were generated in-store. During the capign period, 3 times more affiliates qualified for performance based commission increases than the previous month.