Case Study:
Positive Impact
Project Type: Direct Response Campaign
Role: Strategist & Copywriter
Client: pch.com
Results exceeded plan, +17 lift to Unique Clicks, +10% lift to order response, and +11 Lift to Pull.
Objective: Increase overall response rate.
The challenge: Sweepstakes entries and online orders had dipped during the height of the pandemic scare. The team wanted exciting direct marketing campaigns to help boost response.
The strategy:
-
Create a special prize that goes above and beyond our standard sweepstakes.
-
Make the experience fun and interactive.
-
Offer a special savings incentive with a targeted lineup of deals.
-
Use persuasive language to encourage customers to order online.
-
Implement a clear and easy-to-understand entry/order response process.
Stage 3:
Landing Page:
Recipient now gets to select the prize they want to go for on the third check. Three choices are presented as an overlay over the first two checks. Once selected, the overlay disappears and their choice prize is added to the third check.
Email:
Shows an animated hero graphic presenting the (3) prize checks with the last one remaining a mystery revealed on the landing page.
Stage 1:
Post-click messaging for the Ford Truck:
Ecommerce Lead-in:
This campaign included a targeted product lineup for buyers of our cooking and kitchen affinity segments. We continued the Americana theme showing a fun two-sided virtual recipe card that the recipient can print for free. I wrote the recipe myself!
Front side of card:
Stage 2:
Back of card:
Subject line:
[NAME], Check #3 is TBD (Fix this now?)
Preheader:
How much will it be? You decide inside!