In preparation for Cyber Monday, American Apparel needed a campaign that would kick start the busiest season of the year, in which 25%+ of the revenue for the year is generated. Objectives were to create a campaign that would generate a sense of urgency, reward loyal customers, invite new customers and break through the typical pre-holiday noise.
•Focus on the most loyal segment of the customer database and e-mail them a unique offer with a pass-a-long element included.
•The e-mail had a 20% off coupon code good for only one week, along with the capability to send the special offer to 5 of their favorite friends.
•Emails only went to the customers who had previously spent over $100 in the online store within the past year.
•Achieved a new record for single day sales , beating the previous one by 20%.
•Grew the customer database by 17% through the pass-a-long to a friend promotion.
Tasked with carefully beginning to advertise for a major apparel brand’s direct sales channel without using image ads and not upsetting the current smaller channel partners. The objective was to realize increased higher margin direct sales.
•Begin with a modest media spend •Target campaigns in all non-coastal regions where the majority of the smaller channel partners had a presence.
•Achieved 100%+ ROI on the media spend. •Grew an entire new channel of sales from $0 which is now the 3rd biggest source of direct sales revenue. •Lowered the initial average cost per click from $.20 to $.09. •The brand decided to double their marketing media spend due to program success. •Facebook advertising is now a staple in the client’s digital advertising mix
Develop a campaign that encouraged fashion creativity and inspired participants to interact and share their creativity with others.
•Created a two part campaign giving people inspiration with our own Halloween costume ideas, based on Hollywood, and secondly created a call to action to post pictures of themselves and friends in their own Halloween costumes using American Apparel products.
•The community could vote on the best costume.
•The top 5 costumes received a $100 online shopping spree.
•Participants linked to their costume page requesting votes using their Facebook profiles. •Visits to the store increased over 100% from the same period the prior year and over 40% from the previous month.
•Over 1,000 costume photos were submitted during a two-week period and average daily sales increased during the period of the promotion.