Building close engagement with its clientele and ramping up interest among the online community, the ‘amanté Marvelettes’ campaign enabled the brand to forge closer links, increase loyalty and create online conversation on a variety of topics, while driving home the message that being a part of amanté is a richly-rewarding experience.
Livening up the digital spheres via engaging conversations on topics of interest, the campaign was announced through Facebook, Twitter and Instagram inviting fans to participate in groups of five in addition to an amanté team member. The amanté team was able to participate in conversations with the groups on a variety of related topics.
Through this all-new approach, the ‘amanté Marvelettes’ resulted in impressive organic engagement of over 3,300 likes, comments and shares and reached over 388,000 online users while generating 14,000 click-throughs and action. This resulted in a cost-per-click of just $0.02 where the industry average is $0.04.
Underscoring amanté’s passionate and uncompromising approach with its product and brand experience, the ‘amanté Marvelettes’ campaign created a lot of interest, resulting in over 3,000 conversations, 370+ images, voice notes and video content.
A celebration of confidence, the conversations ranged from topics such as shopping, lingerie, beauty treatments, fashion, relationships, brand-related topics and general areas of interest.
amanté also presented five sets of loyalty cards to each of the Marvelettes. This was used as direct mechanism of identifying their loyalty towards the brand while contributing towards the success of the campaign.
The loyalty card and the nature of the WhatsApp conversations enabledamanté Sri Lanka to identify loyalty towards amanté over the period of the promotion.
Further enhancing the experience and taking it beyond the online sphere, the top five selected groups were invited to an indulgent evening with amanté at its Boutique at Racecourse Mall; where the brand team engaged with them on a one-on-one basis.
The evening was filled with shopping, fun and lucky-dips, exciting gift packs and was concluded with much excitement and laughter with high-tea hosted at Tea Breeze.
Offering even more indulgence to the winners, who were announced at the amanté Boutique event, amanté flew them on a chartered flight to the Fortress Resort and Spa in Koggala for a day outing, which featured luxuriously indulgent spa treatments, pampering pedicures, fun-filled activities and a sumptuous lunch.
Commenting on the approach, which resulted in this highly successful campaign, Deputy General Manager – amanté Sri Lanka, Binara Seneviratne said that amanté has been active in digital media since its inception and would continue to explore this space.
“amanté believes innovation needs to be embraced in every field and we look to bring in innovation wherever applicable to ensure the consumer is offered the very best at every stage of their experience with the brand, be it product or marketing initiatives that create engagement. The digital space is not the future, it is the present and we are fervently exploring new opportunities,” he added.
Driving engagement and relevant online content together with Ogilvy Digital, amanté Sri Lanka’sdigital media agency, the innovative promotion marked another successful first for amanté and is expected to be the beginning of a whole new digital marketing medium.
Photo Caption: amanté Sri Lanka and Neo Digital teams together with the amanté Marvelettes at the amanté Racecourse Boutique.
