Objectives

Core audience 25-35 year old ABC1&C2 Men and Women.
A creative solution using a micro-site to engage and interact with users.
The content needed to focus on helping users become great gift givers.

Campaign execution

The site was split into two areas male and female, each area included the following 4 key sections: Gift Giver Quiz, Gift Ideas, Read the signs and Watch out for the hints.

Each section had a good balance of fun and useful content.

The design used a retro 50's look and feel, ideal for getting the fun message across.

The hints section included Judi James as the 'talent' to ensure the hints had creditability.

Campaign Summary

Total site impressions: 87,451, Total site visitors: 77,241 Impressions were split 67% female and 33% male
36% of competition entries were 15-35 year old men and women, of this figure 23% were male entries and 77% female
2,697 sign ups to hot@rrivals newsletter
5543 entries to competition
Average dwell time on whole site 1.80 minutes
Highest average dwell time was recorded on the female gift giver section, 3.26 minutes
Average traffic driver click through rate 0.09%
Highest traffic driver click through rate 0.13%
802 send to a friend sign ups
567clicks recorded back to TK Maxx site
Most popular section Gift Giver quiz
11% returning visitor rate

Client testimonial

BLM Quantum Senior planner/buyer:
To have almost 50% opt in is great, so thank you very much!

Completely echo everything Jen mentioned below. We are really happy with how smoothly this campaign went, particularly with the tight turn around time so thanks to both you and Stuart for your help.

TK Maxx CRM manager:
I just wanted to say thanks for the great promotion we did last year. We're really pleased with the results and how it all turned out. Thanks especially for turning it around so quickly.