We’re thrilled to announce our clients, House of Fraser, are shortlisted for Marketing Week’s Masters Award for Digital Transformation. Marketing Week is one of the most trusted and respected marketing titles in the UK, and their Masters of Marketing Awards celebrate the best in over 30 categories covering every aspect of a marketer’s job.
Now, I bet you’re wondering what the show-stopping campaign was like
When it launched in April this year, ‘The Blackout’ promised to be House of Fraser’s biggest and most daring campaign to date, with content spanning across digital ads, email, radio, TV, and print. While promotions remained at the center of the campaign, the event marked a discernible move towards creating a more engaging experience for customers, built on much more than just discounted prices. Secret sales, daily ‘spotlight’ deals and ambitious in-store events including a Moet bowling alley and 5-story balloon prize drop, offered House of Fraser shoppers a truly exciting experience.
To support the nationwide “The Blackout” campaign, House of Fraser’s team delivered a multi-day email campaign that encapsulated the energy and excitement of the new event while continually delivering hyper-relevant and engaging content. To ensure customers had a cohesive experience, the email cadence needed to mirror the event’s bold new aesthetic yet feel highly personalized. The campaign needed to be bold and innovative, yet distinctly House of Fraser in tone – ensuring a unified brand experience across all channels. The multi-day email strategy was as bold and innovative as ‘The Blackout’ itself, leveraging social proof, real-time content, geo-targeting, and gamification to drive foot traffic to stores and reward loyal customers.
How it all turned out
The Blackout campaign is the most ambitious campaign House of Fraser has ever executed. 33 distinct email campaigns were created and delivered across 6 days, incorporating the most dynamic content ever for a House of Fraser campaign, serving highly dynamic, targeted and personalized content. The initial push for customers to sign up to be the first to know about the Blackout in the pre-event campaign yielded over 10,000 new subscribers. The topline metrics showed a huge increase in engagement and revenue year-over-year, with open rates up 39%, click-through-rates up 33.9%, and website traffic up 55% year-over-year. The huge lift in engagement metrics highlight how customers reacted strongly to the new creative direction and dynamic, targeted content.