In June 2018, we ran a campaign in which we competed directly with that other big personal computer vendor, with our own products that have been specifically designed to appeal to consumers looking for a premium personal computing experience but with Windows 10 at its core.
The devices we focused on were the HP Spectre, the HP Spectre x360, and the HP Envy – products we believe boost the personal device value proposition with exceptional performance encased in beautiful, stylish chassis’ that are as “premium” as they come.
Our three-pronged approach
The campaign had three different legs that ran at various points in the month of June: an in-store promotion in five of the highest-profile HP Stores, an HTML mailer component, and promotional online banners that ran on several South African tech sites.
The five stores where the promotion took place were located in:
- Menlyn
- Cresta
- Sandton City
- Gateway
- Eastgate
And here are the key performance indicators for each leg of the campaign:
Retail
We wanted to reach: 900 customers
We reached: 1500 customers
Estimated impact: 900 units
Actual impact: 1500 units
HTML Mailer
We wanted to send: 2000 emails
We sent: 3095 emails, of which 1000 were opened
Desired estimated impact: 900 units
Actual impact: 1400 units
Banner campaign
Our KPI target: 500 units and 500k impressions
Our KPI actual: 1200 units and 1m impressions
Overall, we were very pleased with the performance of this three-pronged campaign.