In December 2017, Loyalty NZ welcomed Torpedo7 as a new Fly Buys partner. To kick-off the partnership, a multi-channel, insight-driven campaign was delivered.
Torpedo7 is a retailer of outdoor adventure gear, clothes and footwear and they were struggling to stand out in a category dominated by two heavy discounting retail giants. They needed to build greater awareness of their product offering and the ease of use of their online store.
Strategy objectives included creating awareness of the new partnership, driving incremental spend at Torpedo7 with a triple-points offer, driving an increased swipe rate of Fly Buys cards in December, and gaining growth in Torpedo7 brand awareness.
By leveraging the reach of Fly Buys channels and using (Loyalty NZ's) Lab360’s enhanced data targeting, they were able to raise awareness and instantly connect prospective customers to the brand and subsequently, drive shoppers in-store and online. For Loyalty NZ, that meant providing members more places to shop, earn points, and their ultimate goal of getting members closer to redeeming rewards.
The campaign included personalised emails, mobile app offers and notifications, custom audience targeting via social channels and supporting above-the-line media channels.
The combined result was more than five million impressions, clicks, views and opens within the first four weeks of launch. The campaign out-performed all expectations, which in the busy Christmas trading period, proved how the clever use of data and a coordinated marketing strategy, through relevant one-to-one channels, could cut through noise and deliver results.