Currys: Integrated marketing
Big impact, integrated campaigns to drive membership of the Currys Perks loyalty programme.
Leading the Currys strategy team at ITG, I spearheaded a new, integrated approach to Currys marketing, designing and deploying big impact creative campaigns across channels with the aim of attracting more opted-in customers to the Currys Perks member base.
Our objectives:
Create seasonal campaigns with big impact to increase top of mind awareness for Currys Perks (a new loyalty scheme based on discounts and rewards)
Create an integrated approach for campaigns across retail, online, social and CRM
Drive opted-in sign ups for the Currys Perks member base
We conceived, designed, planned and executed integrated campaigns, uniting Currys disparate channel teams for the first time in pursuit of valuable new customers.
Integrated campaigns planned, designed and executed by my team:
‘Santa’s Ski Run’ [2020]
An online game for the gifting season running across web and CRM, making use of gamification to pit entrants against each other and increase interest. This was our first campaign for Currys and resulted in huge engagement and sign up numbers.
Virtual Easter Egg Hunt [2021/2]
Our first retail and digital integrated campaign uniting online and offline channels. Customers saw the promo ads in-store, online and on social and, accessing via a QR code, had to find the virtual easter eggs across the Currys site. Again, a massive success in terms of engagement and sign ups.
World Cup ‘Skills Lab’ Campaign [2022]
Celebrating the 2022 World Cup, our Skills Lab campaign designed by my team at ITG saw Currys use an influencer in its campaigning for the first time, as recommended by ITG. We involved footballer Jimmy Bullard to show customers how to complete simple football skills and win prizes with our football-inspired game.
This campaign saw us take our integrated approach to new heights, with influencer activity and ads across social, an experience zone in-store and regular promotion across web and CRM.
Black Friday [2021/2]
For Black Friday I developed an engagement-driving strategy using zero-party data and an optimised customer journey, tracking and targeting high interest and high engagement customers to increase revenue across the period.
Techmas Advent Calendar [2022/3]
The ITG creative spin on Techmas for Christmas 2022 was the use of influencer Sam Thompson (from Made in Chelsea) to front our creative campaign challenging customers to identify where Santa Sam was in the UK. This campaign also made use of the ITG Capture Studio to create virtual experiences for use in the campaign. Again, a fully integrated campaign designed by my team, resulting in huge engagement and entries.
How did we innovate?
Our approach was to take a single minded approach to the marketing goal (drive Perks sign ups or drive engagement/revenue), and use customer insight and learnings from previous campaigns to understand exactly how Currys customers interact with Currys marketing and the kind of concept, journey and activity liable to result in the highest top-of-mind awareness and sign up rate.
Uniting of the Currys channel teams behind one approach and vision
Performance analysis across channels of previous campaigns and recommendations for the optimum creative and journey
Insight into the relationship between Currys and its various personas to inform messaging
Strategy and creative working together on original concepts and innovations such as the use of influencers
Planning and modelling of the journey across touch points
Creation of toolkits and assets to be used across channels
Wash up and learnings
Successes:
We helped to increase the number of opted in customers from 10 - 12M in 12 months, with each opted in member representing £21 in their first three months (representing £42M)
We helped Currys find a new way of working across teams in order to achieve bigger impact for their campaigns
We raised the level of creativity for campaigns, introducing innovations such as the use of influencers