Shop Back to host digital scavenger hunt to celebrate birthday
Discount shopping website Shop Back is to run a week-long digital campaign featuring a number of influencers marking its second birthday.
The campaign builds up to a virtual scavenger hunt, ‘The Amazing Shop Back Race’, with a $5,000 prize pool. Clues will be hidden in YouTube videos, Instagram stories, Facebook groups and more.
Influencers Martha Kalifatidis and Abbie Chatfield will be hosting birthday celebrations
Shop Back head of marketing, Kevin Azzopardi, claimed radical changes had been made to the brand’s original birthday plans because of the coronavirus crisis.
He said in a statement: “The landscape has changed drastically over the last six weeks and consumers are engaging with brands and content differently. We need to be mindful of what occupies the thoughts of our customer; they’re concerned about job security and the health of their families, but still looking for ways to stay positive and engaged. Social media use is at a record high and purchase behaviour is shifting between brands and products. With this in mind, we decided to pivot our strategy, so that we are able to engage with our audience and keep them entertained while confined to their homes.
“We didn’t want this isolation to stop the fun and interactive elements of our campaign, so we moved the party online, extending reach and engagement opportunities through various talent platforms as well as owned channels. We’re still going to have incredible deals for consumers, but right now, we’re also focused on entertaining and engaging our audience.”
On Tuesday 21 April, former Married at First Sight contestant, Martha Kalifatidis will host a live stream sharing her beauty tips for Birthdays. Former Bachelor contestant, Abbie Chatfield, will follow on Wednesday 22 April, hosting a games night.
The activations will take place across Facebook and Instagram. Throughout the week, flash sales will take place across Shop Back’s partners stores including The Iconic, IHerb and Catch.com.au.
The campaign is being executed by Poem.
Credits
Client: Shop Back
Client Lead: Shop Back head of marketing Kevin Azzopardi
PR, influencer and creative: Poem
