purposeful?
Delighted customers buy more
...and are more likely to become advocates for your brand, recommending you to friends and online.
Today customer's aren't so easy to delight though.
In today's environment delight goes deeper than just your product.
Customers want to align with your brand as they would their friends and family, and this counts throughout their entire experience with you.
84%
64%
63%
say that being treated like a person, not a number, is very important to winning their business
say their standards for good experiences are higher than ever
Say they'll pay more for a great experience
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Empowering women to sweat
Pretty Athletic x Unicorn
About the Project
Objective: Following success in retail (Waitrose and Holland & Barrett), Pretty Athletic were looking to leverage opportunities to grow their brand online. The campaign objective was to increase traffic to the Pretty Athletic website, increase sales conversion and build the brand's database.
The Big Idea: Unicorn created an engaging online quiz that captured customer data and self-segmented entrants into one of the four profiles. This allowed us to personalise their product recommendations, marketing messages and direct mail inserts at each stage of their journey. This greater understanding of each customer meant that we were able to resonate on a deeper level, resulting in higher conversion to sale.
40%
76%
9.6%
#DontLetSweatStopYou
The campaign featured the new Pretty Athletic brand ambassadors who became authentic faces and voices of the brand, as well as ambassadors for the products and for the campaign.
Segmented customer journeys and workflows
The campaign centered around an engaging and relevant quiz, where data was collected in order to segment the customer journey accordingly. A targeted and layered social media ad strategy was implemented to generate reach alongside influencer outreach.
The campaign creative was coordinated across all customer touchpoints, from social media and emails through to the website and parcel inserts.
The impact
9.6%
76%
40%
increase in traffic
to the website
increase in website conversion
increase in weekly newsletter sign ups
Uncover your pretty athletic side
Using brand ambassadors as models for the Unicorn shoot provided authenticity and relatability. Further to using the images for Pretty Athletic's own use, ambassadors used the images on their own platforms which aligned and amplified the campaign creative.
The photoshoot itself provided an opportunity for the brand ambassadors to meet and engage with each other, creating a rapport between them that continued online after the event and further strengthened the authority of the brand.
About the Photography and Design
The campaign media was created with shots from a product photography shoot and an 'ambassador' model shoot. This was combined with graphic design and typography elements.
Colour played a strong role in theming the segmented 'fitness categories', so #PrettyOutdoorsy retained an aqua theme on imagery, quotes and graphic design elements, whereas #PrettyYogi could be quickly identified through pink tones. This remained consistent on landing pages, emails and social media.
