11. Involvement
What you don’t know about women !
Second hand is actually just pre-owned
68% of the products for sale on the site are brand new and never used
12. Digital marketing concept
Behavioural targeted communication
Search
SEM/SEO
Affiliate
-External affiliate
-Own affiliate nw.
- CPA partners
Display adv.
-Retargeting
-DNA based
-Facebook
Social
-Facebook
-Instagram
-Twitter
Email
-Newsletter
-Direct
Offline
-TV
-Print
-Radio
-Outdoor
Light conversions Light conversions
www.trendsales.dk
Online benefit club
Monthly competition
Merchandising intelligence based on visitor DNA
FB connect / I like
Referral program
E-Commerce conversion
Segmented visitor
information
Segmented visitor
information
Segmented
customer
information
13. Communication
Hierarchy
Primary focus:
Trendsales
- Back as top of mind
among our users
Secondary : Bazar Shops
Target groups:
Young Fashionista Mum with small kids Mature & well-kept
20. Focus on App
TS App jumped from a 11th
to a 3rd seat
20
250.000 Downloads!
21. Trendsales App
250.000 have
downloaded
Trendsales app
60% of the overall
traffic on Trendsales
are from mobile
25% of all trads
starts on the App
21
22. Some results
Before:
• Trendsales was no. 1 with 34% in unaided awareness, no. 2 was DBA with 31% and
no. 3 was Gul og Gratis with 11%
• Trendsales has an aided awareness on 78%
After:
• Trendsales is still no. 1 with 36%, DBA on 28% and Gul og Gratis on 15%
• Trendsales has increased the aided awareness to 87%
• The number who have a profile on Trendsales has gone from 21% to 31%,
• The number who have bought clothes on Trendsales has gone from 21% to 30%
62% have heard about Trendsales from family and friends
23. User competition during
the campaign
Once a week Trendsales sent
newsletter to 250.000 users.
With an average of
25-30% opening rate.
24. Involvement
What you don’t know about women !!!
My bag is my identity…
• 79% of women prefer one expensive handbag rather than 10 less expensive
handbags
• 40% of women are willing to live on oatmeal for a month to get the handbag of their
dreams
• 25% of women owns 11 or more handbags
On Trendsales we sell 11.000 handbags yearly, we have more than 19.000 handbags
for sale, and the total value is around 22 mio. dkk. in shop prices.
Alle eksterne bannere tager udgangspunkt i dette look:
Billede af wallpaper- taget fra den store skærm.
Kampagnen griber alle touchpoints og elementer. Nogle har været den dybe tallerken- andre en mere lavthængende frugt. Fælles for alle er at der er en rød tråd. Det her er kampagnens flowchart. Da alle budskaber signalerer en dualitet ml. Køb/salg skal der tages hensyn til to indgange til siden. Ält i denne kampagne er sat op så vi tracker specifikt på om de kommer ind via køb eller salg. Derudover tilkobler vi også refcoder så vi kan se om de to landingpages konverterer til flere signups og genaktiveringer.
Landingpage køb:
http://www.trendsales.dk/awareness2014/buy
Helt cuttet for indhold. Instagram er brugernes recommendations i stedet for TS egne.
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