Shop Back raises awareness by taking over Martin Place station
For its 2019 Shop Fest, Shop Back took over Martin Place station in order to drive awareness of the cash back platform.
The announcement:
Shop Back has launched its annual year-end campaign, Shop Fest and it’s already tipped to be their most successful campaign to date.
Shop Fest, first launched in 2018 and is focused on providing consumers with the smartest, and easiest way to find the best deals during the festive season and avoid the mayhem and crazy crowds.
This year, Shop Back has developed and executed an integrated marketing strategy aimed at generating brand awareness, converting customers through the funnel and increasing daily active usage on the platform. The multi-channel campaign includes ATL, PR, experiential and influencer activity. The heavily invested campaign comes as Shop Back continues to grow and build its cash back offers, having recently seen a 300% increase in users since January 2019.
As part of their awareness building activity, Shop Back has taken over Martin Place Station with a full station domination, including a daily call out to supersized cash back deals on digital screens. To make their digital product tangible they hosted an experiential activation to launch Shop Fest, where consumers could step inside a life size snow globe and catch up to $40k in prizes, including $15k of cash back.
As part of their education campaign and to drive purchase consideration, Shop Back has invested heavily in TV advertorials across Seven Network, Channel 9 and the Ten Network. Ensuring that advertorials coincide with supersized cash back deals like 30% cash back at THE ICONIC or increased upsizes with Woolworths. Deep radio integrations with Nova Entertainment has further supported the ATL efforts ensuring maximum awareness and national reach.
Shop Back, Head of Marketing, Kevin Azzopardi said “Our end of year strategy is about tackling low penetration, starting with core demographics, and increasing talkability of the brand. Shop Back is a product which adds value for consumers, however we’re fairly new to market and both our brand, and the category itself, are relatively unknown. We’re engaging customers at every stage of the funnel, from our new TVC and OOH campaign which have done a great job of boosting awareness to the insane flash sales and new customer deals that convert incredibly well. We’re lucky enough to have rich data sets at our fingertips and we’ve delved into these to develop a strong understanding of our consumer. Understanding who they are and what’s important to them has informed our entire strategy.”
Shop Back Country Manager, Angus Muffet, said “We are winning in the Australian market due to our lean team comprised of industry experts, our best in class mobile product and our unwavering customer focus. Marketing plays a crucial role in our business and the team have worked tirelessly to deliver an end of year strategy that is currently surpassing all of our expectations.”
Recently appointed creative PR agency Poem has implemented earned media activity alongside a creative campaign strategy with the support of strong press office tactics to ensure media and consumers are being reached across every touchpoint.
Poem Co-Founder and Executive Creative Director, Matt Holmes said, “It’s been an exciting three months for us since winning the retainer account in August. We’ve already activated a number of campaigns and projects which have proven to drive earned coverage and ignite social conversations driving sales”.
“2020 is set to be another strong year for us as we continue to be innovative in our approach to reaching the core Shop Back target audience via a hybrid approach to marketing and PR” he said.
All activity has been further enhanced by an on-going influencer strategy program which has seen direct spikes in users resulting from targeted and engaging content creation.
Furthermore, to increase daily active usage on the app, Shop Back has introduced a new in-app game called ‘Cash back Troopers’ which allows customers to collect jewels and exchange them for cash back and merchant vouchers. More than 20k unique Australian customers are playing the game since it launched on November 1, 2019. Consumers are now opening the app multiple times a day, and while playing the game they’re also seeing the great deals that Shop Back has at any given time.
Shop Back predicts the massive end of year retail season will be driven by online purchasing, with mobile transactions driving a considerable share. This reflects the new saver consumer that we are seeing in the market, where they hunt for discounts and coupons before check out. Shop Back is helping consumers by curating the best offers in the market and providing cash back on top of sales.
Shop Back recently announced reaching just under one million Australian users who collectively have received over $10 million in cash back in just 18 months, thus cementing themselves firmly as a major player in the Australian e-commerce market.
Source: Poem media release
