Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.
Myer 6 second sale
In an Australian retail market flooded with sale messaging and promotions, Myer’s 6 Second Sale created an innovative new sales mechanic, a brand-new communications medium and successfully used FOMO to spur apathetic Australian customers into action. It used hundreds of individual sales offers, delivered sequentially via 6 second Google Bumpers to individuals based on their recent search behaviors. Participants had six seconds to respond to an offer or miss out on that deal forever. Helping to reverse a 3% YOY sales decline in Myer’s mid-year Sale event, the campaign delivered over $825,000 in sales from just a $40k media investment.
Agency: Clemenger BBDO
That moment when our customers made the campaign
The market has 3 major players: the still dominant independent opticians, the leading optical retailer Pearle Opticiens and Hans Anders. In 2016, we see traffic dropped for another year, despite a growing market, and we had trouble attracting new customers. Hans Anders is a constant threat, new entrants a growing challenge. Pearle’s market share is under pressure. We only have communication to turn the tide. Two types of new customers are most valuable:
Customers of the independent opticians: the hardest to convince, but with the most growth potential for Pearle, in volume and value. They know they are currently paying too much but keep doing so, because they have a relationship with their optician, lack trust in retail, don’t want to take risks, fear that buying from Pearle would damage their social image
First time buyers: hard to identify and reach but with potential to become lifelong customers.Pearle’s challenge is clear: stop the decline in traffic and grow again. Growth needs to come from converting customers from the independent opticians and gaining a bigger share of first time buyers. Without selling out or harming profitability.
Brand: Pearle Opticiens
Client: Grandvision Benelux
Major challenge for us as well as of the whole category became the growth of mothers' trust to commercial baby food. By engaging famous mothers into the project, we launched large-scale educational campaign in all key communication platforms which are used by moms. Our project got 2 million views only in bloggers’ social medias! All these provided the growth in category perception of 16 pp and growth of image-building attributes of the brand up to 8 pp compared to 2017. Thus, the parents-celebrities could provide strong arguments to Ukrainian moms about safety and benefits of commercial baby food.