Loyalty NZ created a simple and engaging multi-channel campaign, encouraging members to get involved in a conversation about their favourite rewards and then use their points to get them.
The campaign’s creative platform was a Hollywood-style awards ceremony. The creative treatment harnessed the anticipation and excitement that comes with an awards night to generate a buzz around our range of rewards.
A 36-page Fly Buys Rewards guide, with an accompanying DM piece, was sent to over 400,000 members who had enough points to redeem. Other channels were used to drive redemptions including eDM, Facebook, Instagram and display advertising. Many of these channels also served as a teaser for the upcoming member poll. Segmentation and custom audiences were used for social, email and digital display to ensure we targeted relevant members with appropriate rewards.
Social media provided enormous scope to capitalise on the Rewards Awards, from engagement-creating organic polls (e.g. comparing a blender and razor for the ’Smooth Operator’ award) to conversion-focused carousel ads.
The campaign culminated in the Rewards Awards poll, which members were able to enter via email, social and the Fly Buys app and vote for their favourite rewards in humorous categories. Those who entered the poll via email were served a segmented poll, targeting them with more relevant rewards poll categories. All entrants were also asked to tell us their favourite reward overall.
The poll email had an impressive 8.5% response rate, and a unique open rate of 43.8%, well over the market average. An email announcing the poll results and offering targeted rewards had a 75% unique open rate and 5.8% of members redeemed Fly Buys points, creating an overall redemption increase of 3% for the campaign period.
The campaign also delivered cost effective reach in social media, achieving an $0.18 CPC, far exceeding the Fly Buys benchmarks of $1.48.
The Fly Buys Rewards Awards showed that a simple approach of getting members to engage, while reminding them they had points to redeem, could deliver outstanding results.