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Pomelo 7th Birthday Mega Sale
Project type
Regional Campaign, Mega Sales, Creative Direction, Art Direction, Social Media, Strategy
Date
2020
Location
South East Asia
Role
Creative Director
Meeker
Nicole Lee
Our Birthday, Your Party;
To drive traffic and increase visibility for Pomelo's 7th Birthday Mega Sale during the height of the Covid-19 first wave, while maintaining brand loyalty and improving Add-to-Cart (ATC) rates.
Challenges:
Influencer saturation and competition from Lazada Birthday Mega Sale.
Navigating a pessimistic consumer landscape during the first COVID lockdown.
Ensuring messaging goals align with consumer sentiment.
Working with a limited marketing budget.
Opportunities:
Access to a large, engaged digital audience.
Targeting consumers experiencing boredom at home.
Approach:
Pomelo adopted a "People-first" strategy, focusing on interactive polls to democratize the 7th Birthday Sales process. Instead of relying on guesswork or limited focus groups, the campaign empowered the community across multiple markets to choose the discounted items they truly desired. Winning items received a significant 77% discount on the sales day.
Results:
Increased traffic and visibility during the campaign period.
Maintained brand loyalty despite competitive landscape.
Improved Add-to-Cart rates, resulting in successful sales outcomes.
Lessons Learned:
Community engagement and empowerment are key in driving successful campaigns.
Flexibility and adaptation to consumer sentiment are crucial during uncertain times.
Strategic use of interactive elements can enhance campaign effectiveness even with limited resources.
Future Implications:
The success of the campaign highlights the importance of customer-centric approaches and leveraging digital platforms for engaging and impactful marketing efforts, setting a precedent for future campaigns in challenging environments.
