CONSUMER-FIRST MARKETING ODEON
Cinema brand ODEON needed to capitalize on what was a huge year in the film industry by using data insights and targeted communications to drive sales. Along with its agency partner, Yellow Velo, ODEON used taxonomy data to understand what customers had looked at on its website and what had interested them in previous communications they had engaged with. Open rates peaked at 76.21% and the cinema chain saw a revenue increase of up to 1239%.
Dennis wanted to increase user engagement across emails to ultimately drive subscriptions up, including increasing brand engagement and awareness; identifying behavioral triggers; and enabling marketers to create relevant content in a timely manner. The team delivered a multi-stream project focusing on targeting, segmenting and automating which was fully recognizable to The Week magazine brand. The independent UK publisher saw its most successful email campaign for subscriptions across The Week, driving revenue and increasing customer engagement. Open rates increased from 27% to 40% and the team exceeded their subscriptions’ KPI target by over 400%.
OMNICHANNEL CUSTOMER EXPERIENCE
Ocado Zoom is a newly launched grocery service in West London that delivers groceries within 60 minutes of ordering. The goal of this campaign was not only to launch the brand, but to increase acquisition numbers week on week, generate high and consistent customer retention and brand awareness, and increase engagement with increased spend targets per customer. The team’s acquisition campaign resulted in a 4% increase in open rate, while the retention campaign led to an uplift in click-through rate.
BEHAVIORAL PERSONALIZATION EXCELLENCE
With over 18 million registered users, leading family history service Findmypast wanted to ensure that every user’s experience was specific to their needs and relevant to their behavior on the site. The team mapped a content strategy that included rotating content, carefully personalized for specific user types, and delivered at different time frames. As a result, engagement and visits increased significantly, with records and searches growing 23% within the first 14 days of a customer lifecycle. The overall campaign increased its marketing preferences opt-in rates by 5%.