Campaign Strategy
BILLA is the Bulgarian retailer with the biggest and strongest loyalty program named BILLA Card. Program that gives you discounts on various product categories every week. But with the launch of the new BILLA Card, more benefits for its cardholders came – from 10th of September 2020, people now have the chance to shop from over 1000 constantly discounted products changed every 2 months, on top of the usual weekly discounts, thanks to BILLA Card.
Goals:
- to show how many are 1000 products exactly
- our digital audience to gain interest in exploring all those products
BILLA is the Bulgarian retailer with the biggest and strongest loyalty program named BILLA Card. Program that gives you discounts on various product categories every week. But with the launch of the new BILLA Card, more benefits for its cardholders came – from 10th of September 2020, people now have the chance to shop from over 1000 constantly discounted products changed every 2 months, on top of the usual weekly discounts, thanks to BILLA Card.
Goals:
- to show how many are 1000 products exactly
- our digital audience to gain interest in exploring all those products
The Problem: People do not know how many constantly discounted products they can find at BILLA.
What we did?
In order to spread the news about the products, we partnered with well known and loved from our target audience faces – Vladimir Karamazov, Milenita and Drago Simeonov – an actor, singer and a radio host.
We organized series of videos in which we challenged our ambassadors to read as many products as possible for 1 minute. Each of them was accompanied with 2 other people that they had to compete with, because we wanted to show that no matter the person who is reading them, 1000 products are a lot, and you will need a lot of 1 minutes to explore them all. J
In order to spread the news about the products, we partnered with well known and loved from our target audience faces – Vladimir Karamazov, Milenita and Drago Simeonov – an actor, singer and a radio host.
We organized series of videos in which we challenged our ambassadors to read as many products as possible for 1 minute. Each of them was accompanied with 2 other people that they had to compete with, because we wanted to show that no matter the person who is reading them, 1000 products are a lot, and you will need a lot of 1 minutes to explore them all. J
The campaign consisted of:
- one teaser campaign video
- 3 short teasers for each long video
- 3 long videos
- 2 Facebook posts about the big audience challenge
With each 3 short teaser videos we challenged our audience to try to guess who read as many products as possible from the 3 participants and they had the chance to win a voucher for shopping at BILLA. After the final video, we challenged our audience to beat the highest score and to read as many products as possible for 1 minute with the chance to win a double voucher for shopping at BILLA.
We combined fun and engaging activities for our audience which turned as a successful strategy to achieve our goal to gain interest and show how many are indeed 1000 constantly discounted products.
- one teaser campaign video
- 3 short teasers for each long video
- 3 long videos
- 2 Facebook posts about the big audience challenge
With each 3 short teaser videos we challenged our audience to try to guess who read as many products as possible from the 3 participants and they had the chance to win a voucher for shopping at BILLA. After the final video, we challenged our audience to beat the highest score and to read as many products as possible for 1 minute with the chance to win a double voucher for shopping at BILLA.
We combined fun and engaging activities for our audience which turned as a successful strategy to achieve our goal to gain interest and show how many are indeed 1000 constantly discounted products.
Results
Managed to achieve 40% more traffic to the products lists page on billa.bg after the 1st published video.
Total paid reach of all 7 videos: 384 382 unique users reached
Channels/used media
Social Media – Facebook
7 videos, 2 Facebook posts. Total budget spent - 1500 euro
