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Carte Blanche

Task

Raise awareness of the new Me to You card and soft toy ranges and communicate lower pricing to consumers.


Approach

A motivating campaign to build engagement and reward the expression of sentiment around the brand was led by a Cost of Courtship survey. We took this to the next level by rewarding shoppers in regional card stores for their romantic thoughts which were posted free of charge in shop windows. A series of promotions in target media drove home the key messages.


Impact

30 pieces of coverage were generated for the survey with 100% containing two or more key messages, 75% featured a client quote and 25% included a branded image. Sales in participating stores increased by 30% and the promotions attracted over 100,000 entries.