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URL: http://www.petplan.co.uk
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Key Industries:
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Business
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Financial
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Internet
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Other
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Key Sectors:
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Design & Build
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Digital Marketing
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e-mail marketing
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Hosting
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Social Media
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Video
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Petplan
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Brief
Petplan wanted to capture the imagination of their animal-loving target audience and create brand exposure during the festive season and beyond, reinforcing their core brand message of ‘The Pet People.’
Additionally, we were tasked with raising awareness of the Petplan custom YouTube channel – set to become a hub for future healthcare activity for pets and generating online exposure for the brand outside of their core customer base.
Strategy
The campaign builds on the happiness people feel at Christmas through the simple moments connecting with family, friends and their beloved pets.
Drawing inspiration from the traditional festive game ‘Pictionary’ but with a New Media twist ‘Vid-tionary’ was created. This play-along game forms the central point of a fully integrated campaign encompassing targeted e-communications, video and social media elements.
Each day for the 12 days of Christmas a new Vid-tionary was released to the Petplan customised Youtube channel and replicated on the dedicated Xmas competition microsite (www.petplanxmas.co.uk).
The release of the videos was supported by a highly targeted email campaign which streamed communications segmented into 57 separate email templates to target different customer profiles.
To build the online Petplan brand outside of Petplan’s contact database we leveraged the power of community through social media (specifically Facebook & Twitter) increasing exposure via a network of fans, followers and brand advocates.
Execution
Targeted, time released content maintained interest and engagement levels and encouraged customers to continue visiting the site over the 12 days run of the campaign.
Real animals were used in the films covering the types of animals Petplan insure including cats, dogs and rabbits. This incorporation of animals created more emotion and captivating play.
Petplan staff acted out the parts in place of actors in the vid-tionarys involving the marketing and call centre teams and adding authenticity to the campaign.
At the culmination of the 12 days to extend the enjoyment of the campaign and increase brand exposure we made all previous 12 Vid-tionarys available to download in one file complete with answer sheet. On top of this we released a further bonus 12 unseen animal related Vid-tionarys available for users to download and play at home for Christmas.
The competition element maintained interest levels and encouraged repeat visits to the site. By guessing the vid-tionarys and submitting their answers via the microsite users could win a prize for everyday with tailored prizes for Cat, dog, horse and rabbit.
Results
A highly relevant, timely and targeted campaign that delighted customers. During its 12 day run the campaign generated 700+ hours online exposure for the campaign microsite with more than 62,300 visitors to the microsite. This converted into 29,681 competition entries which helped Petplan grow their database and capture richer data including the type of pet the owner has, age of pet etc. This data cultivation programme will aid more targeting future marketing campaigns.
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