Association of Online PublishersHelping media owners build better digital business
7 Dec 2009
The client already had a microsite dedicated to an on-pack competition to win VIP tickets to a garden party at Hampton Court Flower Show and wanted to use gardenersworld.com to attract more of the right consumers.
The prize on offer was spectacular: a Champagne reception and hotel stopover at the Richmond Hotel, a river boat cruise to the Hampton Court Flower Show the next morning, VIP treatment with a tour of the grounds and a lunchtime meal at the Allium Restaurant to help the two lucky winners take the weight off their weary feet in style.
Their microsite was designed with keen gardeners in mind and was therefore a perfect fit for the Gardeners’ World brand.
Rachel's Organic on the Gardener's World website
The newsletter included various ad spots for Rachel's Organic, including a content strip promoting the competition.
As a result the click-thru rate was extremely high in the first week and remained high throughout, driven by traffic from the site for the duration of the campaign.
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Rachel's Organic - targeting a mature and upmarket audience
The challenge
Rachel’s Organic wanted to target a more mature audience – users with greater disposable incomes, and time to spend visiting flower shows and enjoying the finer luxuries in life.The client already had a microsite dedicated to an on-pack competition to win VIP tickets to a garden party at Hampton Court Flower Show and wanted to use gardenersworld.com to attract more of the right consumers.
The prize on offer was spectacular: a Champagne reception and hotel stopover at the Richmond Hotel, a river boat cruise to the Hampton Court Flower Show the next morning, VIP treatment with a tour of the grounds and a lunchtime meal at the Allium Restaurant to help the two lucky winners take the weight off their weary feet in style.
Their microsite was designed with keen gardeners in mind and was therefore a perfect fit for the Gardeners’ World brand.
Rachel's Organic on the Gardener's World websiteThe idea
The Gardeners’ World sales team recommended promoting this fantastic prize through the gardenersworld.com newsletter which reaches 53,000 dedicated gardeners and loyal users of the website. In addition, the competition would be promoted with ad placements on gardenersworld.com, linking through to the microsite.The execution
gardenersworld.com was the only core site that the campaign ran on. Rachel’s Organic ran a takeover of the site along from May to June 2009 with the newsletter providing an initial boost at the start of the campaign.The newsletter included various ad spots for Rachel's Organic, including a content strip promoting the competition.
The results
By providing the right platform on which to launch this competition, Rachel’s Organic reached the older more affluent audience that they were looking for.As a result the click-thru rate was extremely high in the first week and remained high throughout, driven by traffic from the site for the duration of the campaign.
- Total delivered impressions: 345,710
- Total delivered clicks: 1,049
- Overall click-thru rate: 0.3
- Competition take-up: 100%
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