Traction Digital managed the mechanics for the “My Mug” promotion, with the inclusion of; automated code generation, custom draw mechanic, triggered emails and centralised management for all data.
- Reinvigorate customer loyalty
- Acquire new subscribers and customers
- A single centralised promotion platform
- Website integration
Solution at a glance
- Traction Platform
- Custom draw mechanic
- Unique code generation and management
- Automated winner and dispatch emails
- Unique voucher generation
- Collaboration with fulfilment house and customer care partner
The lovable mug of brand loyalty
The Traction Digital solution offered customers a simplified process to redeem their mug online using unique codes, found on the pack. The data was all tracked back to the Traction Platform.
Customers buy PG tips tea in-store and redeem online with the unique on-pack code. Winning customers receive a personalised PG tips mug embossed with two initials (in the same branding as the ‘PG’ in PG tips). All entrants (non-winning codes included) received a voucher for a discount on their next purchase.
Integrated data for improved customer experience
With customer experience a focus for PG tips, streamlined data between suppliers was integral for maintaining data integrity and providing a seamless experience.
The Traction competition platform was integrated with the PG tips website to verify the on-pack codes and capture all entrant’s data. Winners were automatically sent a triggered confirmation email, linking them to their unique voucher. All other entrants were given a unique voucher link on the website for a discount on their next purchase.
The fulfilment house automatically sent the data for mugs when they shipped to winners, and a triggered email with delivery details was sent from the Traction platform to customers.
Results driven marketing
Automated data feeds between the fulfilment house, printers and Traction platform provided a streamlined process with reliable data.
Complex campaign functionality was managed through a single, centralised platform, reducing the number of stakeholders, the amount of effort and cost of the project. The detail to competition mechanics and website integration provided a streamlined customer experience, with a more automated process and faster response times.
Over a six month period, the Unilever “My Mug” competition received over 200,000 entrants, with over 50,000 entrants then going on to generate and receive their 50p-off voucher. Even if the entrant didn’t manage to win a personalised PG tips mug, sales were still boosted by incentivising return customers to purchase in-store.
The successful PG tips “My Mug” promotion will continue with adjustments made based on customer interactions and data collected.