the campaign

behind the

#7SSN1701

Build awareness for the SafeShops brand (and its label), partners & members

- Position both SafeShops and its members as the “safe shopping community”.

- Recruit new members for the SafeShops label.

Create engagement with the target audience of online shoppers

- Let consumers discover the SafeShops members.

- Make them explore and discover the product range and offers.

Push towards conversion for SafeShops members

- Create a unique & relevant buying opportunity for the consumer. #BelgianBlackFriday

- Stimulate purchase & positive buying experience.

The briefing: Our challenge

THE 7 SLEEPLESS SHOPPING NIGHTS 2017

• A 7 nights shopping bonanza – www.shoppingnights.be - www.lesnuitsdushopping.be

• Deals from SafeShops Members

• The e-shop grows into an online event, “not to miss”

• We use smart media support like radio to drive traffic & stimulate engagement

The campaign strategy

B2B CAMPAIGN

• Direct Mail: Boxes

• Email campaigns

• Paid traffic

• Social Media

Our Campaign

B2C CAMPAIGN

• Radio

• Email campaigns

• Paid Traffic

• Social Media

• Toolkit

B2B

•1.300 boxes were send out to

Belgian webshops.

•100 boxes had been given during

the E-commerce Xpo Liège

The Mail Action

•15 emails were send out to our DB

9 emails talking about our partners

actions.

Email campaigns

DB 7500

B2C

Radio

Email campaigns

Numbers

behind

#7SSN1702

Label demands during the campaign

19

Participating Webshops

5080number of Webshops

Dutch Versionnumber of WebshopsFrench Version

+9 participating webshops +20 participating webshops

24.000SESSIONS DURING #7SSN17

more numbers

24K 89K18KUSERS SESSIONS PAGE VIEWS

Channel

Impact

#7SSN1703

0

500

1000

1500

2000

2500

3000

3500

4000

15th 16th 17th 18th 19th 20th 21st 22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st

(Other)

Referral

Social

PaidSearch

Email

Direct

OrganicSearch

Whole Campaign

RadioORGANIC + DIRECT

TRAFFIC

Radio

#7SSN1747%

0

200

400

600

800

1000

1200

1400

1600

1800

15th 16th 17th 18th 19th 20th 21st 22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st

Organic Search Direct

Radio. Impact on shoppingnights.be

Radio. Impact on safeshops.be

0

100

200

300

400

500

600

15th 16th 17th 18th 19th 20th 21st 22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st

E-mailB2B & B2C CAMPAIGNS

Email impact. Campaigns

Email

#7SSN1728%

Email. Impact. Whole Campaign

0

200

400

600

800

1000

1200

1400

15th 16th 17th 18th 19th 20th 21st 22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st

Social AdsB2B & B2C CAMPAIGNS. FACEBOOK AND

LINKEDIN

B2B B2C B2C

Social Ads

#7SSN177%

Social

Social

Organic &

Referral

#7SSN1713%

Traffic Channels. During the #7SSN17(25/4-1/5)

27%

20%28%

7%

10%

3%5%

Organic

Direct

Email

Paid Ads

Social

Referral

Others

Opinion

Consumer

#7SSN1703

Survey

B2C Survey. Results

Did you shop during the

#7SSN17?

61,438,6YES NO

B2C Survey. Results

How often do you listen the

radio?

66%

24%

1%

4%5%

Everyday

2 to 4 times a week

Once a week

Less than once a week

Never

B2C Survey. Results

Do you remember this radio

spot?*

*THE CONSUMERS HAD THE CHANCE TO LISTEN THE RADIO SPOT BY CLICKING ON

A PLAY BUTTON IN THE SURVEY

55,544,5YES NO

B2C Survey. Results NL

Are you happy with the

number of participating

webshops?

48,151,9YES NO

If not, Do you think there

were too many or too few

webshops?

B2C Survey. Results NL

9,391,5TOO FEW TOO MANY

Opinion

Webshop

#7SSN1705

Did you have extra visits

during the #7SSN17?

B2B Survey. Results

Had extra visits during the #7SSN17

83%

Can you indicate the percentage

sales increased during the

#7SSN17 in comparison with a

normal week?

B2B Survey. Results

Sales increase average #7SSN17

6,9%

How many orders did you

receive from your 7SSN

offer?

B2B Survey. Results

22%

61%

6%

11%

0

1 to 25

26 to 50

51 to 100

How much turnover did you

have?

B2B Survey. Results

22%

17%

33%

28% 0

from 0 to 100€

from 100 to 1000€

from 1000€ to 5000€

Will you participate to the 7

Sleepless Shopping Nights

next year?

B2B Survey. Results

Will participate on the #7SSN18

95%