Prize fighters.
Delivering knock-out email campaigns to drive free sampling for a variety of P&G brands.
The Challenge:
As part of the digital CRM program, Reward-Me, consumers were to be engaged with regular EDMs covering new product launches and samples that were available on the mulit-brand platform. While each brand has its unique visual identity, Reward Me needed to balance both brand identity with the kind of visual identity that it was creating for itself as an upmarket offering.The Work
The Solution:
While each EDM balances both brand identity with Reward Me elements, the copy is concise to the point and creative. These emailers formed the back bone of the CRM program, successfully driving people to sample, try and buy products for P&G.
The Experience
Project Diary:
Emailers that had them coming
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The growing popularity of Reward Me resulted it in becoming the go-too platform for P&G brand managers to disperse their quota of product samples easily. This meant that these freebie giveaways needed to be communicated in a quick and succinct manner that got people to the site to sample. The solution was regular email push campaigns to registered users to avail of free samples. Each user could avail of one sample per P&G brand. This meant we needed to make existing sampling popular to new users and still being relevant to those who had already sampled our products. Imagine being able to get a sachet of Ariel or even an entire Gillette Razor for free? Need we say more. The open rates for these emailers set records.
E-mailers are the perfect way to do this. As you can see with the work above it also gave us a fair amount of freedom to stretch our creative muscle within brand guidelines. In most cases the artwork here was executed by my trusted art partner Santosh Patil and we both had fun in churning out this work even though often we had other projects to juggle in the meantime.