A digital-only campaign with multi-channel impact

Crown Carveries wanted to mark Armed Forces Day (28 June 2014) by offering a free breakfast or main meal to members of the armed forces – both serving and retired – following the success of similar previous campaigns.


Challenge

Armed Forces Day

Crown Carveries wanted to mark Armed Forces Day (28 June 2014) by offering a free breakfast or main meal to members of the armed forces – both serving and retired – following the success of similar previous campaigns.

As it was chiefly a goodwill exercise, without a large budget, the brand decided that digital marketing would be the most cost-effective way to successfully raise widespread awareness of the offer.

The biggest challenge was driving traffic and growing the brand’s database of email recipients, despite targeting only a very specific audience – the military. The campaign was to run for only eight days, so the promotion intensity was high.

Solution

We offered the free meal to Crown Carveries guests both via an email to our existing database subs, who could simply print off the voucher and present it with an Armed Forces ID card; and as a reward voucher for new email subscribers who signed up to our email database.

Our SEO team pulled out all the stops to raise awareness. They used their extensive contacts to promote the offer to a number of third-party consumer websites with a money-saving focus. On top of this, they researched specialist armed forces organisation websites about featuring the promotion and directing users to the brand-level sign-up page.

Results

The offer quickly became popular and was featured on national television, on ITV’s Good Morning Britain programme, during the Martin Lewis money segment (see video below). It was also highlighted in MoneySavingExpert’s weekly email newsletter, which was sent to 9,593,088 people.

In total, 23 third-party consumer websites and specialist military organisation websites featured our offer. The top three traffic drivers were: MoneySavingExpert with 1,520 referrals; HotUKdeals with 694 referrals; and armedforcesday.org.uk with 191 referrals.

In just eight days, the news article featured on Crown Carveries’ brand-level website, which was linked from third-party sites, received 15,072 unique hits – around 1,884 per day. We also gained an additional 157 Facebook fans, plus an additional 2,034 database subscribers.

The email was sent to our database of 234,476 subscribers and earned an average open rate of 23.56%, click through rate of 2.26%, and click to open rate of 9.59%. The PDF voucher was viewed 3,352 times (though the number of redemptions remains unknown).

Crown Carveries