Title | SCROLL ALL THE WAY DOWN |
Brand | NEW ZEALAND MARKETING ASSOCIATION |
Product / Service | MARKETING SEMINAR |
Category | A04. Direct Response Digital Media |
Entrant | RAPP NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company: | RAPP NEW ZEALAND Auckland, NEW ZEALAND |
DM/Advertising Agency: | RAPP NEW ZEALAND Auckland, NEW ZEALAND |
Credits |
Name | Company | Position |
---|---|---|
Wayne Pick | Rapp New Zealand | Executive Creative Director |
Kim Pick | Rapp New Zealand | Creative Director |
Susan Young | Rapp New Zealand | Head of Copy |
Rob McDowell | Rapp New Zealand | Art Director |
Phil Tetley-Jones | Rapp New Zealand | Copywriter |
Rianna Munro | Rapp New Zealand | Designer |
Robert Limb | Rapp New Zealand | Managing Director |
Maggie Christie | Rapp New Zealand | Client Services Director |
Teresa Davis | Rapp New Zealand | Account Director |
Amy Bullen | NZ Marketing Association | Business Manager – Events and Education |
The NZ Marketing Association wanted to create awareness of its course on ‘word of mouth’ communication amongst 2,941 members on its email marketing database. ‘WOM’ includes all forms of referral – especially email.
Rather than tell people about the power of word of mouth - we used the medium to prove it. Insights showed us no matter how busy people were (including cynical marketers), they often made time to look at content forwarded by colleagues and friends. When you scrolled down, urged on by comments like "check this out" and "brilliant", instead of the typical viral content, it revealed a simple statement that Word of Mouth Marketing worked - and details about the course. All the referral names used were members of the marketing community giving the experience added credibility.
Even though they were paying members of the Marketing Association and had opted in to receive email communications, this audience was busy, cynical and resistant to "sales" messages, so open rates were not often high. We wanted to use the power of word of mouth and referral marketing - the very subject of the course - to get them to open our email and experience it for themselves. So our "Make sure you scroll all the way down" campaign had all the hallmarks of a viral email passed on by friends eager to share it.
The email proved its point. The open-rate was 50%, over 250% higher than average. The click-though-rate was 18%, 400% higher than average.