(apart from handing over heavy envelopes to every jury member)
MyShopi is a digital platform that allows consumers to store loyalty cards, enjoy promotions create shopping lists and read digital leaflets. In a complex and crowded market there are competitors for every one of our 4 features, retailers launching their own apps and new players popping up. All quite confusing for the consumer. In short: we’re a small player with a small budget but big dreams and frighteningly huge KPI’s: 1,000,000 app downloads, 500,000 active users and 25% Top of mind awareness within our target group.
We decided to deviate from the path our competitors were following by aggregating all 4 features in 1 app, making things easier for the consumer. Then we changed how we viewed ourselves. By talking less about who we are and more about what we offer. Less about our features and more about our benefits. By moving away from the early adopters to a new and clearly defined ideal consumer we called Lily. Since nobody can convince the consumer better than herself we figured the best way to talk to Lily was … through Lily.
So we made an illustrated Lily that told real life Lily all about the very real benefits she could enjoy with myShopi. But only when Lily was in a shopping mood and able to follow up on a call to action.
To achieve this we only used media channels and moments where the consumer was able to download the app directly. Furthermore, by focusing on visual media and integrating Lily in all our communications we finally gave what used to be a dull digital brand a personality and a recognisable visual style. We transformed from a tool you could forget about to a human shopping buddy you couldn’t live without.
We outperformed our 2014 and 2015 campaigns. And exceeded our KPI’s. In downloads. In new active users. And nearly in Top Of Mind. Leading to the biggest result of all: a long term return of more than 609,000 euro on a 371,000 euro investment. That’s the story of how we became more human and more effective. The story of myShopi. And Lily.