The Reject Shop had a budget problem, it generated most of its yearly sales in the 2 months leading up to Christmas, but in an unusually overcrowded media environment, the cost of traditional media had blown out significantly.
The challenge was to create a campaign that supported eight weeks of activity with a comparatively smaller media budget. It was obvious that we needed to change the media mix. So, for the first time in The Reject Shop’s history, we executed a 100% digital campaign.
Our Christmas Elves campaign consisted of over 200 digital executions. Featuring two cheeky but charming elves, we created a range of digital videos and stills that communicated a range of different offers and gift ideas across every product category in store.
For the first time, Beta testing through Google and Facebook provided the opportunity to include Cost Per Store Visit as a metric.
This meant that Upper Funnel activity including BVOD was optimised to Cost per Completed View, while bottom of the funnel activity was optimised to Cost per Store Visit.
During this critical sales period, the campaign was an outstanding success. It delivered more than 30M impressions to an addressable audience. Far higher than previous traditional media lead campaigns with a 26% improvement in media efficiency.