Introduction

Diesel is an innovative international design company offering an extensive collection of jeans, clothing and accessories. They are known as the leading pioneer in denim and casual fashion and is a leading fashion brand featuring new styles, fabrics, manufacturing methods and quality control to assure outstanding products. Digital Fire executed an interactive viral email campaign for Diesel achieving an Open Rate of 34.52% and an Interactive Response Rate of 7.24%.

Campaign

Diesel approached Digital Fire to assist in an email data rental campaign to promote their up to 50% off sale and to grow their existing CRM database. An interactive viral email campaign was broadcasted to Diesel’s target audience on Digital Fire’s profiled and opt-in consumer database.  The campaign’s primary objective was to promote the sale and increase traffic to consumer’s nearest stores driving sales. The secondary objective was to grow and profile Diesel’s database by hosting a competition where consumers can enter and stand a chance to win a R10 000 shopping experience.

Design

The interactive viral promo mailer was designed by Digital Fire. The mailer consisted of three pages:

Page 1: Promo mailer

The top part of the mailer featured the sale where consumers could click through to find their nearest Diesel store. The bottom part the competition showcased the competition for individuals to enter that will take them to a microsite or questionnaire page where they could fill in their details.

Page 2: Microsite (questionnaire page)

This page hosted the entry form where consumers can enter. Once consumers submit their details in order to stand a chance to win, Digital Fire captured the entries that will be passed on to Diesel at the end of the campaign.

Page 3: Thank you page

The thank you page includes a viral element where consumers are thanked and encouraged to pass the mailer on to their friends. This way the campaign receives maximum exposure.

Results

The campaign achieved the following results:

• 34.52% Open Rate
• 7.24% Interactive Response Rate
• 9.30% Viral Response Rate
• 9.40% Click-through Rate

The campaign generated a 34.52% Open Rate and 7.24% has entered the competition. 9.40% received the campaign from the original target audience who referred the campaign and the Click-through Rate to the different landing pages was 9.40%.

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