83% of these consumers were new - effectively underscoring the campaign’s success in recruiting new consumers to their opted-in database. In addition, the campaign served to enrich existing consumer data.
Weathermen & Co is the lead agency for Tafel Lager, and partnered up with Techsys Digital to collaborate their core skills to develop this engaging National Consumer Promotion. Local brand knowledge along with above-the-line advertising, combined with a clever digital strategy and integration, resulted in an incredibly successful 360-campaign.
Bigger data, better results
"The big data system has been a major shift in the way we engage with consumers when we run our competitions" says Andrew Walmsley, MD of Techsys Digital, "It allows us to engage with consumers in a personal way, effectively holding thousands of individual conversations, and not the standard 'valid', invalid, duplicate replies of the past."
The tone of the conversation can be adjusted in real-time by the SMS line data engine to ensure that consumers were spoken to in a way that they are more likely to respond to.
This lead to two significant advantages for brands:
- Volume of entries: they received, on average, over 20 entries per consumer – which equates to over 20 purchases each; and
- Efficient consumer data enrichment: the Techsys Digital system enriches data in a highly sophisticated manner, ensuring we gained useful information from most of the consumers.
For more information, visit the Techsys website.