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Digital campaign drives 44% of sales online for exclusive Debenhams shoe collection

Digital campaign drives 44% of sales online for exclusive Debenhams shoe collection
Friday January 11 2013

A digital campaign for the launch of Debenhams’ exclusive new UK shoe collection has won the award for best ‘Digital Media Strategy’ at the DADI Awards.

The ‘Call it Spring’ campaign, created by digital marketing agency STEEL London, incorporated social media, online display advertising and email. This was a first for Debenhams and it proved to be incredibly successful; achieving awareness, engagement and sales - all on a very limited budget.

The campaign resulted in online accounting for 44% of the total shoe collection sales – worth £19,000 – and generated almost 36,300 unique visits directly from the emails and online ads. It also earned STEEL a nomination for the DADI Awards ‘Digital Agency Team of the Year’.

An email campaign was designed to make subscribers aware of the launch, drive them to a photo competition page, feature products and encourage customers to buy. Debenhams’ Facebook page received 35,000+ ‘Likes’, increasing the fan base to over 100,000.

A dedicated Facebook tab with ‘Like-Gate’ was created that led to a Best.Captured.Moments photo competition and gallery where customers were invited to share photos for a chance to win £1,000 to spend on the collection. The page received 947 photo entries.

The campaign aim was to create an expansive, impactful and engaging launch that reinforced brand perception, raised awareness, increased online sales and grew Debenhams’ Facebook fan base.

Brandy Gillespie, Online Marketing Manager, Debenhams says: “STEEL immersed themselves in the ‘Call it Spring’ DNA and took a customer focused approach when developing the integrated multi-channel campaign strategy. The creative is strong and inspirational while showcasing the affordability of the product through every channel. We are extremely excited about the success of the ‘Call it Spring’ campaign launch.”

Andy Hinder, STEEL’s CEO, says: “As a product category, shoes are particularly difficult to sell online so for the campaign to have driven almost half of the sales online is practically unheard of. It shows retailers how effective the digital mix can be in generating sales and that online is a viable sales channel for all fashion product lines.”