Customer Love Rekindled
Although customers’ heads can be turned by the flirtations of newer rivals, love lasts forever. Sometimes, though, it needs a little spark.
Tasked with rekindling the relationships between classic designer furniture retailer Heals and their lapsed customers, our strategy was to focus on their West London heartland and leverage the creative assets of their ‘A Love that Lasts’ campaign.
We chose the classic romance of boutique cinema chain Everyman to showcase the creative, as it perfectly complemented the glamorous opening scenes as well as delivering the desired audience. This activity was supplemented by digital out of home in prime West London commuter locations and high impact takeovers and tightly targeted mobile advertisements.
Lapsed love soon ignited into burning passion. CTR for the digital campaign was 20 times the industry average and former devotees, as well as new suitors, flocked to the site. The overall campaign boosted the efficiency of paid search activity – a sure sign of increased brand saliency. And, remarkably for a campaign designed to propel Heals back into the consideration set rather than generate direct sales, the digital activity generated a strongly positive return on investment.