CAMPAIGN FACTS

• Online: ??? unique visitors / ??? pageviews
• Offline: 14,000 consumer activations / 218,000 cards impressions
• Database: 14,000 records
• Send a friend: 10,500 times used

OBJECTIVES AND TARGET GROUP
•  Reach a target group of young female razor consumers
•  Increase brand awareness in target group
•  Generate a database
•  Generate webtraffic

CAMPAIGN SET UP
Wilkinson ran a campaign of 14,000 sets of icecards. Four different visuals could be selected on the order website, while two different text templates were offered. Kick off of the campaign was done by an email shot to 10,000 young women in the Icemedia database combined with an email shot to the Wilkinson database. They could order their personalized icecards on a specially designed minisite.

To promote the campaign to the target group a link on www.wilkinson-intuition.de, and a send-a-friend function were used. After ordering, they received their icecards within two weeks at home and could start handing them to their friends and acquaintances, stimulating word of mouth.



CAMPAIGN RESULTS
Consumers responded very positively to the campaign: all 14,000 sets were ordered and distributed in only 2 months. The campaign generated a significant increase in web traffic for www.wilkinson-intuition.de, due to high demand.


83% represented the age group of 16 – 35 years. The average age of the people ordering cards was 28 years, peak lying at 19 years. 80% of the users was female, 20% male. This can be explained by the fact that some men ordered the cards for their wife or girlfriend. The optin percentage for this campaign was very high; 48%. 6,720 opted in for more information / offers from Wilkinson Intuition. The send-a-friend function also functioned very well, 10,077 people have used it.