We were asked to launch the new Montblanc Carlo Collodi (author of the Pinocchio story) limited edition writing instrument to the South African market.
Considering the product price point, we had to launch a targeted campaign to a well-defined audience. We had previously built a database management system that enabled us to extract key data from the current POS system and to segment the data based on demographics and past purchasing behavior. We were then able to target a select group of customers with the highest probability to purchase the product with a branded e-mailer and social media campaign.
The e-mailer campaign introduced the product and enabled the recipients to enter a competition that could then be shared across various social platforms. The campaign message was therefore extended to potential customers from a similar socioeconomic group. The product allocation to South Africa was sold within a two month period.
