September 29, 2017 Jacques Prothon

How we achieved a 100 fold ROI with Greene King [CASE STUDY]

After the obligatory partying and drinking that comes hand-in-hand with December festivities, pubs can be neglected places in January. Seeking a way to combat the loss of business that so often befalls pubs at this time of year, Greene King – the UK’s largest pub retailer, partnered with ODICCI to create a campaign to re-engage and acquire customers.

Greene King wanted a fun and engaging experience to both drive sales from existing guests and boost the acquisition of new ones. Knowing a thing or two about engaging experiences, we helped Greene King create an email marketing campaign, promoting a give-away that used a digital scratch and reveal, which included free meals, fitbits, and money-off vouchers. Participants could increase their chances of winning by sharing the campaign with friends, this allowed the campaign to spread far and wide and lead to a 25% increase on new email addresses.

Using ODICCI, Greene King were able to track engagement and view reports/anaylsis.   The campaign was a massive success, and won Greene King the ‘Best Use Of Multichannel’ award at The Dotties. Greene King gained 730k entries, 330k new customers and £700k associated sales. They also increased their brand awareness and market share.

 

Objectives:

  • New, fun way to engage
  • Drive sales from existing customers and boost the acquisition of new ones
  • Design a campaign to go out to customers of all Greene King brands

Solutions:

  • Personalised emails
  • Prizes were redeemed using codes that were given in the Congratulations emails
  • The digital scratch took place on all devices
  • ‘Recommend a friend’ feature, which incentivised sharing the campaign for a higher chance of winning
  • Weekly email to be sent out over a 4 week period – each week to have a different action
  • Real-time reporting

Results:

  • 730k entries
  • 330k new customers
  • £700k of associated sales from an investment of approximately £7k

 

Interested to see what ODICCI can do for you?

 

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