Spinning the wheel on a footfall-boosting campaign
SPAR is a huge name within the retail industry and like many brands with high-street stores, had felt the full effect of the pandemic. This left them in need of an innovative and exciting campaign that would encourage footfall.
The challenge
In the absence of large sporting events in the summer of 2023, SPAR needed a footfall-driving mechanic. The campaign had to invoke a sense of fun and excitement to drive results during a challenging trading period.
Goals:
- Drive footfall with a target of 25,000 customers through the door
- Increase customer offer redemption from 22% to 30%
- Drive 500,000 unique website visitors.
Our Interpretation & Insight
We began by assessing campaign needs through the ABC model. We collaborated with SPAR to understand audience value and penetration. This helped us gather essential insight into the audience, brand, competitors, and context.
Our research identified the “Value Hunter” cohort as a priority, representing significant growth potential for SPAR. The cost-of-living crisis was having significant impact on family summer plans so we needed a campaign mechanic that would appeal to all the family. To address this, we leveraged “pester power,” targeting both children (the pesterers) and parents (the pestered).
The Strategy
We utilised a multi-channel approach, leveraging influencer marketing and an engaging game show-inspired concept to resonate with both children and parents.
To engage this audience effectively, we used the following tools to identify Influencer, Social, Video, PR, and DPR as optimal channels:
- YouGov
- Brandwatch
- Google Analytics
- 1st party data
The Activity
We launched “Spinner Winner” – a multifaceted campaign that strategically blended digital, experimental, and in-store experiential elements. It encompassed a diverse range of strategies, including:
- Organic and paid social media initiatives
- PR activity
- Innovative design concepts
- Event management
The campaign combined online and in-store elements and leveraged the popularity of MrBeast, to effectively overcome the aforementioned challenges.
As the campaign evolved and popularity grew, what was initially supposed to involve just 2 in-store events, quickly transformed into a remarkable 41 stores, each with its individual regional PR activity, geo-targeted ads, and bespoke social media content.
The Results
The ‘Spinner Winner’ campaign’s results demonstrated its success as the website attracted over 661,000 unique visitors (+161,000 vs. the goal!) and a remarkable 488,000 individuals spun the online wheel.
That’s not all either, we also achieved:
- 256,000 entries into the grand prize draw, demonstrating the campaign’s engagement and anticipation.
- A record-breaking in-store redemption
- Over 100 pieces of press coverage (working alongside White London and Tansor) generated a combined circulation of over 518 million.
This organic expansion of the campaign’s footprint exemplifies its infectious appeal and undeniable success.
The Award Nomination
Our systematic approach to strategy and effective adaptation to the challenges we faced earned us a nomination for Best Integrated Campaign at the UK Search Awards 2023.
Ready For Your Turn?
Crafting holistic campaigns which enjoy success in a range of industries is our bread and butter, and we’ve got the nominations to prove it! If you’re in need of our seasoned expertise, don’t wait around to get in touch.