Miniprix.ro

The challenge

Create brand exposure and increase sales in the miniPRIX shops with the help of online marketing.

Short presentation

When you say miniPRIX you say “affordable fashion”. Customers are usually brand addicts and want to share that with others. Usually they do this with their friends and family but we wanted more. We wanted to let them speak out loud how much they love the brand and why would they recommend it to others.

The solution

We needed to create a process connecting the customers and potential customers and let them share one another their experience with the brand. Create evangelists and let the word spread.
We’ve thought of some vehicles to let that happen: the website, social media, contextual advertising, viral marketing and rich media.

We’ve built a beautiful and fully functional website describing everything you needed to know about the brand, its special offers, the stores closer to you, a blog to help the company stay in contact and some other things. Like an ad server managing promo ads in the site and outside it or a chat application to let users connect with the brand and to one another.

Once everything was setup and ready to go we’ve launched the website through a blogvertising campaign. Results were wonderful. Some of users expressed their opinions: “I heart miniPRIX”, “I am really impressed…very beautiful”, “Oh, yeah, I love miniPRIX!” and so on…

The first 200 visitors got an unexpected surprise: a whole 50% discount. Needless to say most of them told their friends, blogged about it and word got out. Faster than you would think - we got 240 000 page views in less than half a month, using nothing but word of mouth and social media.

1. Social media marketing

That was just the beggining as we set out to create one of the most popular social brands in the local internet. We focused on Twitter and Hi5 for the beginning. In 20 days we had 1300 friends and quite some high – fives on Hi5 and over 150 followers (mostly girls) on twitter. The “Miniblog” announced a new contest and traffic for t-shirt lovers.

2. Search engine marketing

We made sure that miniPRIX was on top of Search Engine Results, both organic and paid. We’ve optimized the website for search engine indexing and made sure qualified traffic accessed de website. On a budget.

3. Advergaming and viral marketing

We built on the brand’s online success a new campaign focused on viral marketing through the help of a fun-packed “dress-up” game we ran for one month with great results.

The results

We settled a target of 1000 contestants but we soon had to rethink our strategy as we reached more than 3000 registrants in the first two weeks. Over 56 000 unique visitors viewed the webpage due to the contest. Traffic sky rocketed (and we really mean that) by not less than 1166%.

Due to the high success we had to include even more consolation prizes.
Sales in offline stores increased by 5 to 10%.