Effective, inspiring, original, results-oriented... Each and every project undertaken by JuniorSenior Direct benefits from an approach that is designed to inspire. An innovative way of digging deeper and addressing the real "problem", the real challenge that takes nothing for granted - except for finite budgets and a return on marketing investment ! Here is a selection of JuniorSenior Direct's client projects that have benefited from the mix of unfettered passion and determination to deliver the very best possible results for their Client's marketing spend:
Client | Mim-Pi (www.mim-pi.com) - Mim-Pi design and produce fashionable clothes for young girls. Complete with seasonal collections, Mim-Pi caters to the tastes of even the most discerning wearer (& their mums!) and is available in more than 20 countries. |
Type / Industry | B2C - Clothing (fashion for young girls) |
Challenge | Despite commercial success to date, the traditional sales model of retail / distributor meant something of a "disconnect" between Mim-Pi and its fans. Despite numerous 'touch points' & an opted-in newsletter audience, two-way dialogue hadn't really been possible before now. JSD's challenge was to: - test the receptiveness of the known audience to this new approach
- enhance the database in both size and quality, and
- build the foundation for improved future 2-way communications.
** Until now, the only data held by Mim-Pi had been email addresses from an opted-in newsletter**
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Strategy | Aimed for high conversion rates using personalised content that would inspire the girls & their Mums to not just visit, but to participate. And re-visit, and share with others (with high viral effectiveness). Providing 'fun' interaction (e.g. testing personal fashion preferences). Enhancing the personal & preferential data, whilst caring & protecting that same personal data. Measurability would be key throughout. |
Goals & Objectives | - Augment database in terms of quality (personal profile & preferences) - i.e. knowing more about the target audience
- Increase size of 'opted-in' database with data of valid respondents.
- Test assumptions such as if subscriber base represents envisioned target audience
- Test responsiveness of the audience in volunteering preferential data e.g. fashions, patterns & colour-ways.
- Relevant measurable results that indicated scope & direction for future campaigns
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Mechanism | - Initial Email blast to all opted-in newsletter subscribers (Email reminder sent to non-respondents)
- Response mechanism for both was hyperlink to generic micro-site landing page (containing compulsory "parental opt-in") to
- Landing page inspiring contributions of basic personal data (name & birthday) and preferential data (favourite pattern and colour)
** Pages from here onwards were dynamically personalised with their name and showed colours & patterns as they had chosen **
- Landing page with offer of free personalised bracelet just for them, with
- Viral send-through to up to three girl-friends so "they too can have a bracelet"
- Landing page requesting full postal address so bracelet present can be sent to them
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Results | - 37.2% response rate on emails
- Viral effect added over 1000 quality, qualified "friends" = increasing original list by 39% (an average of 1.9 per respondent)
- Full names (first name + last name) were collected on 46.1% of new larger database = 65% of the original total !
- Full postal addresses were collected on 12% of the new total (= 16% versus the original total)
- Girls' birthdays were collected on 18% of the new total database
- Analysis of email addresses & IP addresses identified "assumed country" on 52% of final total - representing 50+ countries
- Analysis confirmed mean (average) age of responding audience to be 4 years 10 months, with 77% being between 3 and 8 years old
- Very high levels of involvement indicated by 24% of original total participating in colour and/or pattern selections
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Benefits to client | Raised brand awareness; Reinforced the "open & friendly" character of the Mim-Pi brand; Tested, validated and opened up channel for increased 2-way dialogue leading to "1-to-1" relationships with target audience; Improved opportunities for sales and 'tailored' product development i.e. new fashion that fitted the needs of a diverse young market. |
