We have developed a communication strategy to be used for the renewed BASF Discount Club program.
BRIEF:
BASF was once famous famous for its audio tape cassettes in the global market but for today they have become market leader in plant protection products and solutions. The sub-brands of BASF represent a high quality and are well known among agricultural entrepreneurs, however, the sale of these products are hindered by competitors’ massive price-focused communication. Hence BASF wants to reward its regular customers committed to high quality with discounts . Our task has been the communication of the renewed Discount Club towards farmers including sign up, incentive of the coupon downloads and redemption as well as the redesign the site and mobile optimization of the previous webpage.
EXECUTION:
Our two main target groups - already existing discount club members and potential club members - were targeted by different messages and different objectives in different phases of the campaign period. We laid emphasis on the redesigned discount club at the preliminary phase. We targeted both the members and the future-to-be members by communicating the benefits of the discount club in our owned and paid media, too. During the renewal communication we placed print ads and print PR articles as wellof the trade press.
We managed the challenge of several agro sites with smaller reach in digital media through sponsorhips helping awareness building and through special sized big banners to raise the attention to the redesigned discount club.Then we have run an info video in order to build relevance of the discount club and presenting the new benefits and the functionality of the site as a tutorial video.
Remarketing was our key technique during the campaign executed through different channels with different conversion goals..
RESULTS:
The number of signups has increased by 32% and the number of coupon downloads has increased by 42% during our campaign compared to the results of last year! We have realized 989 sign ups and 1713 coupon downloads. We have reached more than 45 million appearances generating 129 thousand click-through from these online ads.
