The Devilish Newsletter|短视频|广告营销案例【ADGuider广告指南】

魔鬼通讯

案例简介：相关性时尚品牌 ArmedAngels 的 devilish 时事通讯包含竞争对手的取消订阅链接，并奖励客户取消订阅。Response mechanic 给人们带来高达 30% 的即时折扣，同时将 ArmedAngels 从主要竞争对手中解放出来。活动描述时尚品牌 ArmedAngels 的 devilish 时事通讯包含竞争对手的取消订阅链接，并奖励客户取消订阅。为此，我们将主要竞争对手的三个可自由访问的取消订阅链接集成到 ArmedAngels 时事通讯中。对于每一个未订阅的时事通讯，客户在 ArmedAngels 网上商店获得 10% 的折扣。战略时事通讯是时尚品牌的重要销售工具，也是最被忽视的数字渠道之一。尤其是在圣诞节前，邮箱里塞满了时事通讯。用户压力很大，被接二连三的邮件淹没。我们分析了 ArmedAngel 时事通讯订阅者的数据，发现我们的主要竞争对手的订阅者有很大的重叠。有了这些知识，我们能够创建一份时事通讯，在时事通讯是最重要的销售工具的时候，专门攻击主要竞争对手: 圣诞节前。我们只是在圣诞节前利用了这种情况。我们不仅让用户取消订阅竞争对手的时事通讯变得简单，我们甚至还奖励了他们。在所有其他时尚品牌都提高价格的时候提供折扣是邪恶时事通讯的另一个线索。执行 2015年12月初，在其他时尚品牌开始发布圣诞时事通讯之前，《魔鬼通讯》就已经发布了。随着这个聪明的发布时间，ArmedAngels 增加了 it 销售，并摆脱了主要竞争对手。结果《魔鬼通讯》帮助 24118 名客户取消订阅三个主要竞争对手汤米 · 希尔费格、马可·波罗和拉尔夫 · 劳伦的 41.036 份通讯。这导致 ArmedAngels 的销售额增加了 12,2%。概要圣诞节时，德国人赠送 90亿欧元作为时尚礼物。每一秒钟都在网上订购。这就是为什么 12月的时事通讯是时尚品牌最重要的销售工具，它在圣诞节前打包邮箱。挑战是时尚品牌 ArmedAngels 的圣诞促销活动，该活动旨在对抗竞争对手。

魔鬼通讯

案例简介：Relevancy The devilish newsletter from the fashion brand ArmedAngels contains unsubscribe links of the competitors and rewards customers for unsubscribing. The response mechanic gives people instantly discounts up to 30% and frees ArmedAngels from the main competitors at the same time. Campaign Description The devilish newsletter from the fashion brand ArmedAngels contains unsubscribe links of the competitors and rewards customers for unsubscribing. For this we integrated the three freely accessible unsubscribe links of the main competitors into the ArmedAngels newsletter. For every unsubscribed newsletter customers received a 10% discount at the ArmedAngels online shop. Strategy The newsletter is an important sales tool for fashion brands, but also one of the most neglected digital channels. Especially before Christmas mailboxes are packed with newsletters. Users are stressed and overwhelmed with the barrage of mails. We analyzed the data of ArmedAngel newsletter subscribers and found out, that there’s a big overlaps to the subscribers of our main competitors. With this knowledge we were able to create a newsletter that attacked specifically the main competitors in a time in which the newsletter is the most important sales tool: before Christmas. We simply took advantage of the condition before Christmas. We didn’t just make it simple for users to unsubscribe from competitors’ newsletters – we even rewarded them. Offering a discount at a time when all other fashion brands are raising their prices is another clue of the devilish newsletter. Execution The devilish newsletter was sent out in the beginning of December 2015, before other fashion brands started to send out their Christmas Newsletters. With this smart time of release ArmedAngels increased it sales and got rid of the main competitors. Outcome The devilish newsletter has helped 24118 customers to unsubscribe from 41.036 newsletters of the three main competitors Tommy Hilfiger, Marco Polo and Ralph Lauren. That led to an increase in sales of 12,2% at ArmedAngels. Synopsis At Christmas Germans are giving away 9 billion Euros for fashion gifts. Every second one is ordered online. That’s why the December newsletter is the most important sales tool for fashion brands, which packs mailboxes before Christmas.The challenge was a Christmas promotion for the fashion brand ArmedAngels which asserts itself against competitors.