Dress Comfort Regional Campaign

Results for dress comfort

Transcript

1. DRESS COMFORT ONLINE CAMPAIGN RESULTS OF REGIONAL ECCO BRAND BUILDING CAMPAIGN April 2014
2. Key Campaign Objectives •  To increase brand awareness and engagement across the region •  To promote The Share a Compliment campaign •  To elevate Dress Comfort collection •  To drive sales and footfall to the stores and achieve hit rate of 10% What are our yearly online Objectives? •  50,000 followers in total on social media accounts Results after 1st campaign – 31,885 •  100,000 visitors on ecco.com Results after 1st campaign – 20,000
3. What have we achieved so far during this campaign? Facebook growth 253% Website 20,000 Unique visitors Followers: Facebook – 23’423 Twitter – 6581 Instagram - 1881
4. January to date KSA, Iraq, Jordan are our primary visitors
5. Facebook Pageskin and Ads 28.04.14 – 11.05.14 Impressions 13,573,619 Post Engagements 79, 836 Branding Clicks
6. Facebook demographics
7. Online Banners
8. Google Multiple Banners and ROS Expandable MPUs
9. The GDN activity is running only on Arabic banners, with precise targeting, we were able to over- achieve the Clicks , CPC and CTR KPIs. KSA, Iraq and Jordan were the best performing markets delivering highest CTRs at cheapest CPC. We have over achieved our CTR, CPC and Clicks KPIs with 78% of total budget. Google Multiple Banners GDN- Google Development Network CPC- Cost Per Click CTR- Click Through Rate
10. You Tube 62, 733 views Zahrat Al Khaleej branded background More budget has been allocated towards Kuwait, as it is the best performing market, delivering the highest volume of views at a low CPV of $0.06 2,791 impressions, 68 clicks
11. Layalina banners and Expandable MPU’s
12. •  We have achieved 0.13% CTR for this campaign and it could be higher however the high additional number of added impressions in Layalina made the CTR a bit lower •  in Anazahra website we have achieved a high CTR of 0.66% "The average is 0.15%" hence the campaign was highly performing. •  In Layalina website we were able to attain 540% extra impressions so far in Jordan, attaining an added value of $ 16,000 •  The campaign was mostly performing in KSA, Iraq, Egypt & Jordan with a total number of clicks of 1,436 Channel Breakdown
13. Egypt, KSA and Iraq were the best performing markets. Budgets were pushed into these markets to deliver majority of the clicks at cheaper CPC. Search : Key words and search engine optimization on Google CPC- Cost Per Click
14. What were our challenges? •  Challenges and issues that we faced before and during the campaign were translation and language issues. Finding a common language between the different dialects •  Difficulties finding the correct formats for Cinema and Youtube – sourcing the raw materials
15. Supporting media
16. SAYIDATY (12-April-2014 ISSUE) ZAHRAT AL KHALEEH (26-April-2014 & 3-May-2014 ISSUE) Print Ads
17. Shared with 727 followers across the region Results: Share a compliment E-Newsletter
18. Dress Comfort TV Campaign On Ave 11% of Target audience was reached minimum 3 times, Ave 15% was reached minimum - once Target audience 35+ Female Arabic speaking, in large city – Kuwait, Jeddah, Baghdad, Amman, Cairo, Dammam or Riyadh. Medium High & High income CHANNEL PROGRAM DAY TIME - KSA Copy Duration # Spots ROTANA CINEMA Movie Sponsorship 1 x 30" adj spot Sun for 4 weeks 30 4 2 x 30" cent spot 30 8 8 x 5" break bumpers 2100 - 2300 5 32 2 x 5" opening / closing credits 5 8 21 x 5" promos / week 5 84 ROTANA CINEMA 136 OSN 4 weeks: SPOTBUYS BBC Lifestyle / E entertainment Daily 1800 - 2300 30 57 OSN Ya Hala / Arabella / MBC + Drama / OSN First HD Daily 1900-0000 30 51 BBC Lifestyle / E entertainment / Food network Daily 1800 - 2300 10 37 OSN Ya Hala / Arabella / MBC + Drama / OSN First HD Daily 1900-0000 10 35 Total OSN 180
19. Local Activities
20. •  In UAE we did Dress Comfort OOH on the famous Sheikh Zayed Road & 4 weeks long radio campaign. •  We also got a good PR coverage related to Dress Comfort range and with total PR value of USD 18,000. UAE
22. KUWAIT In Kuwait we implemented: •  two ads in the leading country newspaper Sharq AL Awsat •  Very strong ECCO Branding outside Avenues Mall •  PR coverage at "Alanba" •  Consumer experience event at Marina Mall and Avenues mall (one week in each location) by using ECCO Kiosk. •  Ladies gathering – PR event
24. In KSA we did the following local activities to support Dress Comfort campaign: •  5 newspaper ads in the biggest daily media •  In-mall branding at Riyadh Gallery KSA
25. Sales Results
26. Sell thru in UAE (as of 10th May) for Dress Comfort range – 35% Best selling style in UAE: 26002302001 (102 pairs have been sold as of 10 May 2014) Hit rate: March – 9.47% April – 9.68% Regional target 10%
27. Sell thru in Kuwait (as of 10th May) for Dress Comfort range – 15% Best selling style in Kuwait: 26003301459 Hit rate: Average last 2 weeks- 5% Regional target 10%
28. Sell through in KSA (as of 10th May) for Dress Comfort range – 5,8% Best selling style in KSA: 260023 – 58566 Interesting that this season ECCO Ladies collection has achieved higher sell-through figure than men's. It was opposite last season. Hit rate: Average last 2 weeks- 11% Regional target 10%
29. Sell through in Iraq (as of 10th May) for Dress Comfort range – 15% Best selling style in Iraq: 26251358564
30. Sell through in Bahrain (as of 10th May) for Dress Comfort range – 17% Best selling style in Bahrain: 26002302001
31. Sell through in Oman (as of 10th May) for Dress Comfort range – 11% Best selling style in Oman: 26203302001
32. Sell through in Qatar (as of 10th May) for Dress Comfort range – 11% Best selling style in Qatar: 26251358562
33. Sell through in Jordan (as of 10th May) for Dress Comfort range – 12 % Best selling style in Jordan: 26004301459, 26001301001
34. Thank you for your ongoing support