The main aim of the Molton Brown Christmas ‘14 campaign was to promote the launch and support the sale of its latest Christmas gift sets.
With that in mind, our teams set about developing and implementing a social media app with one specific focus; the promotion of Molton Brown’s collection to a highly-targeted demographic.
Concentrating our efforts on Molton Brown’s target audience, as well as exact store locations, the campaign was optimised to deliver exceptional ROI and an increase in relevant Facebook fans.
Enhancing the Splendid Christmas Affair Campaign by creating an engaging app that Fans would love was important to us. Digital Visitor developed a custom application for Molton Brown which allowed users to have fun and interact with the Christmas gift collections – and win some of their own
Vital to this campaign was ensuring that potential shoppers left the app with one thing front and centre in their minds; Molton Brown Christmas gift sets.
To achieve this objective, we produced an intuitive ‘drag and drop’ mechanic. Accompanied by a touch of Molton Brown’s characteristic style in our creative, the app succeeded in resonating best with its target audience, increasing its number of UK-based Facebook fans by 15%.
Through the app, users were asked to decorate a tree with their favourite Molton Brown gift sets. Upon decorating their tree, entrants were given the chance to win 3 limited edition gift sets and a set of 8 festive baubles.
Once entered, the potential winners were prompted to like and share the competition across all major social media channels, and visit the online store (this generated 456 clicks to the site from the app alone).
Always in search of long term marketing value for Molton Brown entrants were given the opportunity to receive emails via a bespoke opt-in data capture form.
In what proved to be Molton Brown’s most successful data acquisition campaign of 2014, 58% of respondents opted in to receive further information via its newsletter.
To ensure the success of Molton Brown’s Christmas Facebook app, our social media team set about creating a number of targeted click and like ads through the Facebook platform.
Performing well above industry standards (0.52-1.52% av. CTR), these ads generated an average CTR of 3.3% (4.4% for the best ad) and in the region of 400,000 impressions.
To further ensure the campaign’s success, Digital Visitor delivered high-impact influencer PR and outreach activities with well-known bloggers across the sector.
With a potential reach of 393,000, the 12 blog posts agreed upon brought together new audiences and long-lasting brand advocates in support of Molton Brown’s Christmas collections.
Delivered through Molton Brown’s Facebook page, and accessible online and on mobile, ‘A Splendid Affair’ Christmas campaign succeeded in raising awareness for Molton Brown.