When you identify a new target audience, you need an effective marketing campaign to catch their attention and let them know you have something of value to offer them.
Poundland asked us to devise a digital campaign that would appeal to students, having recognised that their love for cheap but good quality items made them the perfect fit for their products.
They wanted a digital marketing campaign that would engage this audience and encourage them to connect with Poundland online. The core driver for this was a daily competition where one lucky person would win £10, running alongside an overall prize of an iPad and £500 – this was a great incentive to act, but we needed to get the message out there first!
How we did it
We developed a full digital marketing campaign and created a visual identity to be used across all activities. We then devised a month-long strategy and content plan, set to overlap with ‘fresher’s week’ – the highlight of the student calendar.
The campaign included:
The creation and seeding of content on Facebook
The creation of brand product ads developed specifically for #SkintStudents
Facebook ad campaign utilising Google Adwords to ensure we targeted the right audience
Gmail targeting for optimum ad placement
The campaign reached over 100,000 students on Facebook and more than 1 million people via Google AdWords.
In fact, Poundland considered it such a great success that the initial launch campaign has now been rolled out to an all-year-round marketing activity.