Spares Not Scare - eSpares Social Media and Email Campaign
Spares Not Scare - eSpares Social Media and Email Campaign
Spares Not Scare - eSpares Social Media and Email Campaign
eSpares
eSpares
eSpares
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Brief
The "Spares not Scares" campaign was a creative initiative by eSpares designed to alleviate the apprehension surrounding appliance repairs, leveraging the Halloween season's theme to add a fun and engaging twist. The goal of the campaign was to remind customers that fixing their broken appliances can be straightforward and rewarding, rather than daunting.
Creative approach
To achieve this, we encouraged the eSpares community to tackle repairs themselves, rather than opting for replacements. The campaign featured a variety of elements to inspire and support customers in their repair endeavours:
- Inspiring Stories: We shared motivational stories from fearless fixers within the community. These real-life examples showcased the ease and satisfaction of repairing appliances, aiming to empower others to follow suit.
- Spook-Free Advice: Practical and easy-to-follow advice was provided to demystify the repair process. This guidance was designed to remove any "scary" connotations associated with fixing appliances, making the process more approachable.
- Fantastic Prizes: To add an element of excitement and reward, we hosted giveaways, offering fantastic prizes. This incentivised participation and added a celebratory aspect to the campaign.
Results
The campaign results were impressive:
- Over 17,000 participants engaged.
- Reached 60,000 posts.
- Generated over $10,000 in revenue.
- Achieved a high email open rate of over 23%.
- Conversion rate exceeded 1.7%, demonstrating strong audience engagement and sales impact.
Email campaign
The "Spares not Scares" campaign was structured into four key parts:
1. Spares: Highlighting the availability and quality of spare parts for various appliances.
2. Advice: Offering practical tips and guidance on how to replace parts and conduct repairs.
3. Product: Showcasing complementary products beyond spare parts, enhancing appliance functionality.
4. International Channels: Promoting the campaign across French and German-speaking markets to engage a wider audience.
This approach aimed to empower customers globally to consider repair over replacement, fostering a community focused on sustainable appliance maintenance.
Social media campaign
The social media campaign featured Halloween-themed stories about common appliance issues like strange noises from washing machines or odors from fridges. We provided practical tips and solutions to help people tackle these "scary nightmares," offering step-by-step guidance and product recommendations from eSpares. This engaging approach aimed to entertain while empowering users to address their appliance challenges effectively.
Giveaways
The social media competitions in this campaign asked followers to share their spooky appliance stories. Winners received prizes like gift vouchers and small domestic appliances. These contests sparked engagement by encouraging users to share their experiences while promoting community interaction and brand awareness.
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