Consumers use a variety of tools and channels to research, browse and buy. To drive engagement and sales during the holiday season, best-in-class retailers are creating compelling campaigns that span across social media, mobile and e-Commerce.
For example, southern lifestyle retailer Belk is partnering with HelloWorld for a multichannel, holiday-themed campaign, called the Santa Baby Sweepstakes. The companies have previously collaborated on a variety of campaigns, including the 125 Days of Prizes campaign to commemorate the retailer’s 125th anniversary.
“As a brand, we’re always trying new things and looking to identify opportunities to engage consumer segments,” said Jon Pollack, EVP of Marketing, Sales Promotion and E-Commerce at Belk. “With each of our campaigns, we tend to target a specific demographic. We are casting a wider net for the audience of the Santa Baby Sweepstakes, but across all campaigns, our goal is to drive engagement with the Belk brand, and create fans for life.”
For the Santa Baby Sweepstakes, which started November 8 and runs through December 31, consumers will have the opportunity to participate in a variety of seasonal activities across channels, such as creating their own eCards. Participants also have the chance to win a variety of prizes, from Belk gift cards to the grand prize of $10,000.
By taking a multichannel approach to incentives, consumers will stay engaged with the entire campaign and continue to participate in activities and games. Consumers can earn bonus sweepstakes entries by sharing the site across Facebook, Twitter and Instagram, as well as by watching the Santa Baby TV commercial and following the retailer on Instagram and Twitter.
“Our fun and spirited television spot is key to this campaign, as we feature our unconventional Santa Claus who is designed to appeal to adults and kids alike, while still spreading the magic of the gift giving season,” Pollack said in an interview with Retail TouchPoints. “We also feel that rewarding engagement across our owned media channels encourages sharing and drives viral activity on our behalf.”
The Santa Baby Sweepstakes is a updated version of a successful campaign implemented in 2009. “When we looked back at the response to that campaign, we felt it was a good time to bring the theme back,” Pollack noted. However, Belk has incorporated some new elements. “This is the first time we’ve offered the opportunity to create customized eCards. We’re excited to watch this feature and see how well it performs.”
Creating Campaigns And Incentives That Resonate
Belk has established a successful, long-term relationship with HelloWorld to develop a variety of multichannel marketing campaigns that combine mobile, web and social media. Throughout 2014, Belk has rolled out a variety of campaigns, all under the “Modern. Southern. Music.” theme. Based on internal research, the retailer determined that music played a critical role in the modern southern lifestyle and also impacted fashion trends and tastes.
“Earlier this year it was brides and couples in our Share Your Love Story campaign,” Pollack said. “This summer, we targeted the back-to-school shopper with the Modern Southern Music Concert Style Sweeps, giving those who took the personality test specific product recommendations and a link back to Belk.com.”
HelloWorld helps build a reward structure that will be valuable to consumers, and then gauge the effectiveness of each engagement activity.
“We consistently see high response rates to our prize structure, which is strategically chosen to provide unique memorable experiences that consumers can’t easily secure on their own,” Pollack said. “For example, our Share Your Love Story campaign offered a live performance of Edwin McCain’s ‘I’ll Be’ at the winner’s wedding (along with cash), and the Concert Style Sweeps gave entrants a chance to win a trip for four to any U.S. Live Nation concert, a $1,000 Belk gift card, and $500 spending money.”