The Situation
OLIVER’S Petfood is an internet-based business that has delivered dog and cat food to quality-conscious pet owners since 1998. It is the fourth largest supplier in the Danish market. OLIVER’S Petfood needed to:
• Gain subscriptions for their e-magazine, Petlife, by involving the website’s audience in an active and sensible way.
• Capitalize on the Christmas trading period.
• Collect and analyze the resulting statistics and information regarding customer trends.
Our Solution
Guava and OLIVER’S Petfood devised the concept of a Christmas Calendar. The calendar contained 24 entries, and under each entry was a quiz question. Daily emails were sent out with teasers for that day’s question, along with the answer to the previous day’s question and the name of the winner. Participants were also given the opportunity to send a free e-Christmas card that contained a link to OLIVER’S website and the Christmas Calendar.
Quiz questions were designed to help the participants find the answers by looking around the website. This meant that customers were given relevant information and an introduction to website.
The Results
The effect of the calendar was evident in the number of new subscriptions for the e-magazine - 61% percent of all the participants in the Christmas Calendar chose to sign up. Within a short time, Petlife had over 7,000 active subscribers.
The statistics for both the calendar and website served as clear evidence of the campaign’s success. In December, the website had 14,000 hits, of which 43.5% came via the calendar. Another advantage was that even in the months of January, February and March, 5.5% of the hits still came via the calendar.
For more information please contact: Torben Rasmussen torben.rasmussen@guava.com