On Black Friday, Otter Customers Had 801 Reasons to Feel Good
On Black Friday, Otter Distribution and The GOOD Company launched the “801 Reasons to Feel Good” campaign, a unique concept for communicating special promotions and integrating online-offline communication. The 801 reasons that convinced clients to choose Otter for their Black Friday shopping were 800 shoe models with up to 50% discount, plus one special reason, designed to integrate communication in traditional and virtual shopping: free delivery for all purchases.
The campaign was deployed in several stages, and started with a short online teasing period in which Otter announced it was preparing 801 reasons for their customers to feel good on Black Friday. We used PR tactics, direct marketing and special partnerships with relevant influencers in areas such as fashion and lifestyle.
The debut of the campaign coincided with the launch of the official campaign page, which included the entire Black Friday offer range and was sustained by tactical online communication through owned, earned and paid channels.
In the first stage of the campaign, Otter rewarded their faithful customers with a “secret” advantage, communicated through direct marketing mechanisms before the campaign itself started. This advantage consisted of two days’ advance shopping before the official Black Friday period (November 20th to 22nd) for everyone who already had a customer account on the site.
Once Black Friday officially started, no detail was too small, and the clients who visited one of the 31 Otter stores during the campaign received their own incentive to enjoy the offline-online integrated promotion.
Cristi Movila (eCommerce Division Director, Otter Distribution): “This year, on Black Friday, we were happy to offer our clients a complete shopping experience, both online and offline. The success of this campaign proves that customers are gradually moving towards personalized offers that are tailored to their current needs, whether we’re talking about online or in-store purchases. It’s all about the speed with which we answer these needs, and the way we take into account the permanent feedback from our clients."
Ana Stanel (Managing Partner The GOOD Company): “We tried to think up an integrated campaign for Otter that would use the appropriate messages and mechanisms necessary to reach different audience categories, especially from a purchasing habits viewpoint. We communicated the Black Friday offer at a central level, but we created a powerful subtext of integrating on- and offline purchase alternatives. We’re trying to fight consumer prejudice about clothing & accessories online shopping, offering them viable and handy solutions to easily gain possession of their favourite product. Today, there is a simple online alternative to being dejected by not having found the perfect pair of shoes “on the shelf”. And, since Otter gave us an arsenal of options dismantling the reasons some consumers do not take online shopping into account, we could only be happy to communicate them all together."
Delia Margarit (Managing Partner The GOOD Company): “Black Friday is no longer a mystery to anyone. But things get more interesting when Black Friday goes beyond the special offers and facilitates customers’ access to promotions, both on- and offline. The “801 Reasons to Feel Good” campaign is the first step in testing this online-offline integration; the results show us that the fashion segment is on the rise locally for a reason, and that online fashion stores are the best bet when it comes to shopping in 2016."
Participating teams: The Otter Distribution team contributing to the campaign’s development was comprised of: Cristi Movila (eCommerce Director), Claudia Nastase (Online Marketing Specialist), Adina Ion (Offline Marketing Specialist), Denisa Moise (Web Developer). In addition, all 380 employees of the company got involved and contributed to the campaign’s successful deployment. The GOOD Company team participating in the campaign’s development was comprised of: Ana Stanel (Managing Partner), Delia Margarit (Managing Partner), Anca Tudosa (Account Manager), Madalina Grasu (Junior Media Planner), Florence Luca (Creative Director).