Comet Online PR Campaign
Challenge:
Comet is a household name. Most of us are familiar with its product range. It also has a very strong presence online. However, operating in a highly competitive industry means that retailers have to look at new ways of researching how best to attract attention online during peak trading periods.
Aims:
- Promotion of Comet focus points to new and existing customers using social media
- Gathering customer data
- Generating material for placing with online constituents – social media, blogs, bookmarking
- Flagging upcoming peak events
- Testing online market.
Solution:
://CORPORACT's solution was to conduct research into Comet customers' attitudes and likely future purchases whilst at the same time promoting its products and services, increasing online brand visibility during peak trading period and generating good PR material for online brand visibility.
://CORPORACT created, developed and delivered a Comet branded interactive light-hearted survey entitled "What kind of online shopper are you?" which was emailed to Comet's customer database and incentivised with a prize of an Apple iPod. A landing site was created for further information at http://press.comet.co.uk with links to relevant products and services.
It was a cracker!
Within 24 hours, 2243 consumer responses were collected and valuable PR material and market information gathered. It attracted a doubling of its page views of products during the period of promotion. Furthermore, Comet was able to establish what its favoured product lines were, gauge reaction to its service proposition and highlight its brand.
Online Shopper Types: Customer Survey
://CORPORACT prepared a report and news articles on online buyer behaviour using the survey material gathered. It was widely distributed to social media and other online constituents and published extensively online.
Online Services Click with Shoppers
SEO stories resulted in first page Google positions for duration of campaign for news stories.