Referral & Loyalty Campaign
Digital Marketing | Creative Strategy
February 2018
Brief & Challenge
Miele approached our team with a straightforward objective:
“Boost sales during the holiday period.“
They were open to offering discounts on their products for this campaign and implementing sales promotions for a limited time to achieve their goals.
The Challenge
As the creative and strategy lead of the project, my primary challenge was to execute a sales promotion for a high-end brand while preserving the premium brand image.
The Solution
We designed a strategic, targeted referral & loyalty campaign, leveraging Miele’s existing customer database to tap into high-potential new customers within the upper socioeconomic class (SEC).
Current customers could unlock an exclusive deal simply by sharing Miele’s promotional campaign with two other individuals. This created a controlled environment that enhanced exclusivity and maximised reach to potential customers.
Two critical steps were key to success: selecting the right exclusive deal for current customers, and executing the strategy with precision.
Selecting the Right Products
After careful analysis of Miele’s sales data, we identified three candidates for the exclusive deal.
Based on these findings, we tailored the offers to align with customer preferences and maximise the campaign’s effectiveness.
Washing Machine
With high sales projections and high desirability among the target audience, the washing machine emerged as the most promising option.
Coffee Maker
Despite lower sales numbers, we recognized the potential to generate consumer interest with the right marketing push.
Vacuum Cleaner
Although popular among the audience, vacuum cleaners had comparable sales to washing machines, making them a suitable choice for inclusion in the exclusive deal.
Execution
01
We started our campaign by sending each of Miele’s customers a personalized message containing a unique link and password for accessing our landing page.
02
Once they followed the link, they were prompted to enter their password to gain entry to our exclusive promotion page.
03
On the landing page, customers were greeted with a request to update their information in Miele’s database. Additionally, we encouraged them to share Miele’s promotion with two friends in order to unlock exclusive offers.
04
To reassure customers of the quality and authenticity of our communication, we provided a live mock-up of the message that would be sent to their friends, demonstrating transparency and trustworthiness in our approach.
Key Results
6,500
Customers in Database
500+
Exclusive Offers Redeemed
2x
In-store Footfall
Database Growth
During the campaign's two-week duration, we successfully updated the profiles and information of nearly 2,500 customers in our database. Furthermore, we expanded our database to a total of 6,500 customers, representing a significant increase in our reach and potential for future engagement.
Redemption of Exclusive Offers
A remarkable 500 individuals took advantage of their exclusive offers to purchase promotional products featured in the campaign. This demonstrates the effectiveness of our targeted referral approach in driving conversions and engaging customers.
Increased Footfall
One of the most notable achievements of the campaign was the doubling of footfall in Miele’s store compared to previous years. This substantial increase in store traffic indicates heightened interest and engagement among consumers, further validating the success of our marketing efforts.