Dress Comfort Turkey Campaign

Results from Dress Comfort Turkish campaign

Transcript

1. DRESS COMFORT ONLINE CAMPAIGN ECCO TURKEY DRESS COMFORT CAMPAIGN 04/14 -05/14
2. Key Campaign Objectives •  To increase brand awareness and engagement •  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? We have the following targets to achieve: •  70,000 followers in total on social media accounts by end of 2014 Results after 1st campaign – 23,442 •  100,000 unique visitors on ecco.com by end 2014 Results after 1st campaign – 40,000
3. What have we achieved so far during this campaign? Followers: Facebook: 23,210 Twitter: 67 Instagram: 165
4. Ecco Turkey Website
5. tr.ecco.com
6. Facebook Most popular post 5215 likes, 418 comments, 141 shares
7. Ecco (0414) Page Post Ads Impression 1,154,398 Post Engagements 59,686 Branding Clicks
8. Ecco Page Post Ads
9. Facebook Impression 606,161 Page Likes 14,788 Branding Clicks
10. Ecco (0414) Page Like Ad 606,161 Impression 14,788 Page Likes 3.93 Frequency
11. Ecco (0414) Page Like Ad
12. Ecco (0414) Flyer Impression 272,035 Web Site Clicks 4,590 Branding Clicks
13. Ecco (0414) Flyer
14. Ecco (0414) Flyer 272,035 Impression 4,590 Web Site Clicks 2.22 Frequency
15. Online Banners
16. Campaign // Overall
17. Hurriyet – Kelebek / 728x90 Planned Unit: 375.000 imp Realized Imp: 365.897 imp Realized Click: 461 click CTR: 0,06% Planned Budget: 2.400 TL
18. Mynet // 300x250 Planned Unit: 800.000 imp Realized Imp: 804.066 imp Realized Click: 461 click CTR: 0,06% Planned Budget: 2.400 TL
19. Mynet // Pageskin Planned Unit: 700.000 imp Realized Imp: 670.503 imp Realized Click: 2.682 click CTR: 0,40% Planned Budget: 3.500 TL
20. Htkulup // Pageskin Planned Unit: 750.000 imp Realized Imp: 348.321 imp Realized Click: 1.102 click CTR: 0,32% Planned Budget: 3.428 TL
21. Htkulup // Pageskin Planned Unit: 750.000 imp Realized Imp: 348.321 imp Realized Click: 1.102 click CTR: 0,32% Planned Budget: 3.428 TL
22. Modaturkiye // Pageskin Planned Unit: 350.000 imp Realized Imp: 368.742 imp Realized Click: 307 click CTR: 0,08% Planned Budget: 1.750 TL
23. Tvyo // Preroll Planned Unit: 71.429 view Realized Imp: 71.523 view Realized Click: 2.740 click CTR: 3,83% Planned Budget: 5.000 TL
24. Startv // Preroll Planned Unit: 71.429 view Realized Imp: 72.429 view Realized Click: 2.495 click CTR: 3,44% Planned Budget: 5.000 TL
25. Startv + Tvyo // Preroll Planned Unit: 71.429 view Realized Imp: 71.429 view Realized Click: 2.337 click CTR: 3,27% Planned Budget: 5.000 TL
26. Referrals from online campaign can be seen here Here you can see where main traffic has come from
27. SUPPORTING MEDIA
28. Print Ads
30. GRAND OPENING
31. PR
32. Media Category Number of clippings PR value in EUR Dailies 13 54,334 Magazines 9 290,458 TV +Radio Blogs/ Web 114 Trade Total 344,792 Total number of clippings
33. Video on Facebook
34. CINEMA 12 theatres over 4 weeks
35. What were our challenges? •  Challenges and issues that we faced before and during the campaign were translation and language issues. •  Difficulties finding the correct formats for Cinema and Youtube – sourcing the raw materials •  Short deadlines for all media
36. Sales Results
37. Turkey have so far achieved 72% of our sales target in volume •  Basket size – actual is 47% higher than target •  Hit rate – Target 3.4, achieved 3.2. A&A ratio: actual 14,1% (target 9,7%) •  UPT: actual 1.1 (target 0.6) •  Traffic: we have achieved half of the target Dress Comfort results: Sell-thru of Dress Comfort category during campaign was 16% Best selling style: 260013-01001 Hit rate – Target has been set as of the expectations of New market launch
38. Thank you for your support