House of Fraser

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‘The Blackout’ promised to be House of Fraser’s biggest and most daring campaign to date, with content spanning digital ads, email, radio, TV, and print. While promoting deals was the focus of the campaign, House of Fraser also wanted to create a more engaging experience for customers that went beyond discounted prices. Secret sales, daily ‘spotlight’ deals, and ambitious in-store events offered shoppers an exciting experience that House of Fraser needed to support with an equally compelling email campaign.


To support the nationwide ‘Blackout’ campaign, House of Fraser created a multi-day email campaign that encapsulated the energy and excitement of the sales event while continually delivering hyper-relevant and engaging content. To ensure customers had a cohesive and unified experience across all channels, the email cadence needed to mirror the event’s bold new aesthetic yet feel highly personalized. The multi-day email strategy was as 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.


  • 39% lift in CTOR
  • 55% lift in website traffic
  • 10,000 new email subscribers
The huge lift in engagement metrics highlights how strongly customers reacted to the new creative direction and dynamic, targeted content in this campaign.
House of fraser

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