The Journey – Welcome Aboard

December 12, 2022 | |
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| 3 comments

Do you remember The Wall posts from the Northern European marketing team throughout summer?

They took us on "The Journey" showcasing campaign launches online, in-store and through infleuncers.   Region-by-region we discovered Sweden, The Netherlands, Poland and Germany.

This exercise was a demonstration of true team collaboration and included:

  • Astrid Everaard - Marketing Manager 
  • Lily Pislar - Marketing Executive 
  • Nadja Andersson - Marketing Executive
  • Mirjam Martinovic - Marketing Executive 
  • Elena Worrner - Marketing Executive 
  • Robert Rost -Marketing Executive 

The team have colated a full report detailing each campaign, the sales results, key findings and key learnings serving as a briliant template for future campaigns in any region.

 

The information below is an extract from the Campaign Report

The Journey - Welcome Aboard

Travelling has  always been a great source of inspiration.  Taking notes and sketching plane air, watercolor - leaving the immediate impression on paper has been a great wa to not only preserve memories but also communicate adventures and discoveries with family and friends.

During the past months and years, we have found ourselves confirmed to a limited radius.  Our hearts and souls longed to reach out to new adventures and places to discover.

Where Do You Want To Go?

Retailers were invited ti join us on a digital and sustainable campaign allowing them to invite their hobby audience, travelling along with us, together with a local, influencers, the host of the trip!

We joined forces and strengthened communication by leveraging own, influencer and retail media to attract new consumers, raise awareness and engagement and grow sales of Winsor & Newton watercolour and graphic art materials to new and existing consumers.

360 Campaign

A 360 campaign with marketing funnel approach was set up with our key partners in Northern Europe, aiming for constant branded visibility for a long period of time.

A tailored approach for each market and retailer was made, taking in mind the portfolio offering, promo planning and available channels.

Key Takeouts

  • Results show significant positive development i  the categories included in the W&N activation @campaign partners.
  • Non campaign partners Amazon and Bauhaus benefited the engaging content by local infleuncers and show a positive development due to the total W&N watercolour and graphic art assortment and online opportunities.
  • The decision to peak the campaign in the slow summer months resulted in maximum visibility (less on no competition as competitors did not invest in campaigns during these months).
  • Promaker demand cannot be controlled and driven with current budget and forces:  forces out of our control.
  • Due to current political situation, all brands are facing challenges.  Less is spent on consumption resulting in weakened marketing activity by our competitors, strengthening the effective degree of our campaign.
  • Digital competence and efforts delivered  resulted in acquisition of new agile online retailer (Gustavson), others were inclined to add more products and branded landing pages (Penstore).

 

 

Comments

  1. Great initiative, thanks for sharing and so good to see all the data to support analysis on what works and what doesn’t. I agree now is the time when budgets are tight to see focus activations like this amplify our impact Vs our competitors. Well done!