O2O2O Campaign

O2O2O

Oct 2024

Lead Strategist & O2O2O Architect. Managed the end-to-end user journey, from directing banner design and web content to orchestrating campaign logic and the offline-to-online conversion flow.

The challenge was to effectively leverage digital channels to drive physical retail traffic, while simultaneously converting that offline engagement into online bookings for premium grooming services. This required a multi-faceted approach to seamlessly connect the online and offline customer experience.

I executed a strategic two-stage ecosystem (Engagement and Call to action) to capture digital intent and drive offline-to-online new customer acquisition and subcript the grooming service:

Stage 1: Awareness and Engagement
1. Targeted Digital & Social Ecosystem: Launched a hybrid strategy combining organic content and paid engagement campaigns (including high-intent IG Reels) to promote a free grooming upgrade. The hook: customers claimed their Dolce & Gabbana Fefe Fragrance Mist sample in-store, successfully driving digital traffic to physical retail.

2. Customer Base Activation through EDM: Deployed segmented EDM blasts to existing high-LTV customers, leveraging the brand partnership to drive immediate offline traffic.

3. eCommerce UI/UX Optimization: Revamped the campaign landing page with high-quality visual content and prominent booking CTAs. This removed friction from the user journey and effectively converted digital traffic into online grooming service bookings.

4. In-Store UGC Activation (Giveaway): Deployed physical pop-ups to showcase the D&G fragrance and implemented an Instagram check-in giveaway campaign (offer a free Fefe Mist Fragrance sample as incentive). This incentivized User-Generated Content (UGC), amplifying our organic reach while significantly enhancing the physical retail experience.

Stage 2: Workshop and Call to action
1. Grooming Tips Workshop & UGC Contest: Hosted a workshop focused on expert grooming tips and ran a mini contest where the pet owner with the most likes on their check-in post won a free full set of D&G Fefe Fragrance Mist. This event was promoted through organic and paid social media posts, EDM campaigns, and in-store pop-ups, driving engagement and sales.

2. Social Media Campaign: Launched an organic Instagram post detailing the workshop, and boosted audience reach through a targeted paid ad campaign focused strictly on engagement.

3. Segmented EDM Campaign: Sent targeted invitations specifically to users who had previously used the grooming service or visited the store, driving high-intent customers to participate in the grooming tips workshop.

4. Webpage Enhancement: Prominently displayed the grooming workshop details and promotional banners on the webpage to inform visitors and attract event participants.

5. Retail Store Sales: Utilized in-store pop-ups to showcase event details, promote direct sales of the Fefe Fragrance Mist, and actively encourage on-the-spot bookings for grooming services.