Engaging with SMEs across the UK

by Faye

Nectar Business and its coalition partners wanted to raise its emotional connection within the SME community. A high profile nationwide campaign was required to make SMEs feel like Nectar is on their side, acting as a secret weapon that will reward their business expenditure.

The ‘Festival of Points’ campaign strategy was able to drive top level awareness, raising the profile of Nectar Business and the partner brands, and then go beyond this by creating rewarding customer experiences with high levels of engagement across channels, including:

  • Newspaper print adverts
  • Paid and organic social
  • Emails
  • Campaign landing page
  • PPC and display banners

At the heart of the campaign was an interactive points competition, boosting engagement. The competition creative used a combination of quirky imagery and animation to represent each partner brand, delivering high levels of fun, engagement and personalised rewards.

The winning mix of campaign strategy, great content execution, targeted media and cross-channel orchestration resulted in better results than ever before:

  • Over 45K leads from campaign landing page
  • 12.7K competition entries from social media
  • Huge spikes in positive brand sentiment
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