OTHER SITE

REMINDER

Participation in prize contests often leads to disappointment for those who don’t win, which can negatively affect their perception of the brand. A deeper insight into this topic was provided by a study on how to avoid campaign failures, highlighting the importance of addressing such disappointment to improve campaign outcomes. Based on these findings, we designed an email campaign for the NeoBianacid brand, targeting the Slovenian and Croatian markets, aimed at users who participated in the summer campaign "DON’T LET HEARTBURN WIN." As a token of appreciation for their participation, we offered them the opportunity to receive a special gift despite not winning the contest.

Client
Polymetria
Service
Email marketing
Team
Petra Vidrih
Darja Štukelj Rus
Žan Mlinarič
Year 2024

Email as an extension of the campaign

Participation in prize contests often leads to disappointment for those who don’t win, which can negatively affect their perception of the brand. A deeper insight into this topic was provided by a study on how to avoid campaign failures, highlighting the importance of addressing such disappointment to improve campaign outcomes. Based on these findings, we designed an email campaign for the NeoBianacid brand, targeting the Slovenian and Croatian markets, aimed at users who participated in the summer campaign "DON’T LET HEARTBURN WIN." As a token of appreciation for their participation, we offered them the opportunity to receive a special gift despite not winning the contest.

Strategy and preparation

In the first phase, we developed a comprehensive strategy that included setting objectives, defining target audiences, and planning the communication approach. Special attention was given to personalizing content and designing functional templates aligned with the visual identity of the NeoBianacid brand. We then implemented the Squalo tool, enabling efficient segmentation and automation of newsletter distribution.

Campaign execution

The target audience, acquired through the summer LEAD campaign "DON’T LET HEARTBURN WIN," was engaged through a multi-phase newsletter distribution. Ongoing response monitoring allowed us to adjust content based on results and optimize future campaigns. Personalized messages increased user interest, while the overall campaign maintained a positive brand perception and strengthened user trust—both critical for long-term success.