PROMOTION | ART DIRECTION
Boxing Day Promotion
To drive conversion and encourage early shopping, we made the offers the hero of Boxing Day. Our objective was to create excitement and differentiate it from other promotions in a way that's clear, modern, and compelling enough to motivate Canadians to shop.
We had 3 phases of the campaign, Starts early, On now and Extended which showed up across paid and owned.
We created urgency by turning up the volume for Boxing Day through colour and highlighted savings. The hype was real with the biggest brands and added clearance.
The team resurrected the flyer in one week to help meet our sales goal in the fourth quarter.
THE SUCCESS:
The Bay experienced a remarkable outcome on Boxing Day, marking the end of a challenging quarter. By adopting a more streamlined promotional strategy and eliminating the clutter of previous years, we created a bold and distinctive look that stood out in the market. This approach resulted in increased sales, improved conversion rates, and the revitalization of the flyer as an essential channel for The Bay.
WHAT MY TEAM DELIVERED:
- Simplified promotional approach
- Art Direction
- Creative toolkit
- Mid/low funnel campaign assets
- Animation
- Owned and paid media execution
- Return of the flyer in under 1 week
WHAT WE ACHIEVED:
- Strong impactful Boxing Day promotion
- A new way of attacking promotions
- Heightened the level of shopping consideration
- Flyer hit 4 million house holds which drove incremental sales and trips to in-store and online generating - ROAS 6.1 x
- We hit our 4th quarter sales numbers because of Boxing Day
- The flyer is now back, running multiple times a year