Multisport

Multisport Regional online campaign results

Transcript

1. RESULTS OF REGIONAL ECCO BRAND BUILDING MULTISPORT CAMPAIGN MAY 2014
2. Key Campaign Objectives •  To increase brand awareness and engagement across the region •  To promote The Multisport range Highlighting Terracruise and Lagoon products •  To elevate The Multisport 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 2nd campaign – 47,940 in ME region •  100,000 visitors on ecco.com Results after 2nd campaign – 38,673 users
3. What have we achieved so far during this campaign? Facebook growth 100% Followers: Facebook – 47,940 From 23,400 Twitter – 6918 From 6581 Instagram – 2194 From 1881 Website nearly 40,000 Unique visitors
4. Facebook Pageskin and Ads 13.05.14 – 13.06.14 Impressions 21,766,972 Post Engagements 97,270 Branding Clicks
5. - We have achieved an avg. CPC of $0.02 and being a PPA campaign we have garnered 6,614 New fans at a cheap CPL of $0.29. Industry standards ($0.35/ fan) - As a result of optimizing our posts and changing them often, we were able to achieve a CPA of $0.04. - We have delivered the campaign with a click to action rate of 47%. and CTR of 0.45%. GDN- Google Development Network CPC- Cost Per Click CTR- Click Through Rate
6. Twitter
7. * We have a high number of engagement & impressions in this campaign "534k & 99k" respectively * We had a spike of engagement, when we introduced the new competition #activemoment and it has risen every day. The competition was also very successful on Facebook. * The highest interaction on twitter is in KSA due to the high number of users
8. Some Participants of the #activemoment competition
12. ae.ecco.com May to date Egypt, KSA, Iraq are our primary visitors
13. Facebook demographics
14. You Tube 33,786 views Campaign ended on 2nd of June. - Overall YouTube campaign has delivered 33,786 Views at a CPV of $0.07 and View Rate of 18%. - At least 100% of the Viewers have viewed 25% of the video duration. - KSA's budget was weighted at 70% of total budget, hence delivering majority of the Clicks, however, it was the best performing Market in terms of CPC and VTR as well. Campaign   Impressions   Views   View  Rate   Avg.  CPV   cost   Website  clicks   CTR   Video  played  to:  25%   Video  played  to:  50%   Video  played  to:  75%   Video  played  to:  100%   KSA  |  AR   64,659   12,814   20%   $0.07     $873.70   928   1.4%   100%   43%   28%   22%   KSA  |  EN   66,404   13,242   20%   $0.07     $883.50   895   1.4%   100%   44%   28%   22%   Kuwait  |  AR   24,086   3,884   16%   $0.10     $371.50   229   1.0%   28%   18%   14%   12%   Kuwait  |  EN   24,922   3,846   15%   $0.10     $370.00   205   0.8%   27%   18%   14%   12%   Total   180,071   33,786   18%   $0.07   $2,498.70   2,257   1.3%   100%   44%   30%   24%  
15. Multisport video
16. Clicks by Channels Delivered clicks 2197 Impressions by Channel Delivered impressions 3,632,853 15/05/2014 – 10/06/2014 Channel Breakdown – MSN, Yahoo, IMMOBI, KOORA
17. •  We have achieved 1.13% CTR which is extremely high compared to the market average CTR which is 0.15% •  in Koora website we have achieved a CTR of 5.6% "The average is 0.2%" hence the engagement spike is very high and our audience is attentive to the brand with all the competition on this website •  We were able to attain additional clicks in Mobile, Yahoo & MSN •  The highest ad size are Overlays and Mobile banners GDN- Google Development Network CPC- Cost Per Click CTR- Click Through Rate
18. Channel Breakdown
20. Supporting media
21. What were our challenges? •  Challenges and issues that we faced before and during the campaign were understanding the difference in different types of media involved i.e rich media, GDN banners and their costings and values •  Difficulties finding the correct formats for Youtube – sourcing the raw materials to change the language in which we then chose to keep English throughout
22. Print Ads Arrajol May 14 MHF May 14
23. Zak May 14 Sayidaty May 14
24. Zak May 14 Sayidaty May 14
26. Shared with 727 followers across the region Multisport E-Newsletter
27. Local Activities
28. Local Sports Ambassadors Local Sports Ambassadors from the Middle East Region Amna is the only Emirati female professional weight lifter. She wears ECCO for her daily fitness exercises Hanan (Lebanese and currently based in Dubai) is professional fitness trainer & coach. She wears ECCO mutlisport shoes also as casual shoes because she prefers sporty style.
29. A certified Personal Trainer who coaches you through the emotional highs and lows us girls goes through when it comes to body image. Nadine du Toit South African GloryGirl the Life Coach to guide you through the stepping stones of infinite living.
31. Press Releases
32. PR Most of PR clippings were generated in UAE with the total PR value of USD 33,900 (9 PR clippings)
35. Sales Results
36. UAE Sell thru in UAE (as of 19th June) for Lagoon range – 39% 250 pairs sold For Terracruise – 379 pairs sold; 60% sell thru Hit rate: Overall hit rate: 8,2% Regional target 10%
37. Hit rate: 6,6% Regional target 10% Kuwait Sell thru in Kuwait Lagoon – 130 pairs sold during campaign; 77% sales increase on Lagoon range; 43% sell thru Terracruise - 72 pairs sold during campaign; 23% sales increase on Terracruise range; 61% sell thru
38. Sell through in KSA Lagoon – 83 pairs sold during campaign; 77% sales increase on Lagoon range; 38% sell thru Terracruise – 72 pairs sold during campaign; 57% sales increase on Terracruise range; 50% sell thru Hit rate: 5,9% Regional target 10% KSA
39. Sell through in Iraq 9 pairs sold during campaign; 41% sales increase on Lagoon range; 23% sell thru Iraq
40. Sell through in Bahrain 13 pairs sold together (Multisport and lagoon) - 72% sell thru Bahrain Hit rate: 6% Regional target 10%
41. Sell through in Oman 18 pairs sold together (Multisport and lagoon) - 67% sell thru HIT RATE: 2.5% Oman
42. Sell through in Qatar 25 pairs sold together (Multisport and lagoon) - 27% sell thru Qatar Hit rate: 14.5% Regional target 10%
43. Sell through in Jordan 14 pairs sold together (Multisport and lagoon) - 39% sell thru Jordan
44. Thank you for your ongoing support