BWS – one of Australia’s leading liquor retailers – wanted to get more 18-39 year olds to download and engage with their app through their major summer sales promotion. Cooler had been a reasonably successful part of their 100 Days of Summer over the previous two years, but this time it was to stand alone and improve the customer experience.
We provided strategy and leadership to help guide some incredible brand and marketing staff along with the vast array of internal stakeholders and external agency partners.
Through the simplicity of simple and rewarding prizes, and greater opportunity for redemption in-store as well as through the app, the promotion delivered some incredible results for consumers and the business alike:
- Nearly double the downloads target
- 75% increase in swipes vs the previous year
- 75,000 more unique players vs the previous year
- A staggering 4.5x increase in orders and 139% increase in sales vs the previous year
All this, despite the promotion running for a 40% shorter time frame compared to the previous campaign.
