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.
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.
increase in traffic
to the website
increase in website conversion
increase in weekly newsletter sign ups