ABOUT

Background :
Robinson, a department store with more than 51 locations across the nation. The challenge is to be captivating a broad spectrum of consumers and winning their hearts nationwide.
To create a differentiation sale event. Robinson has initiated its annual ‘Robinson Salesation’ sale, which allows you to choose whichever items you want to discount. By just grabbing the discount sticker “Put the tag on, get the price off”.

Concept :
The genesis of this campaign lies in our aspiration to disrupt the conventional norms of promotional campaigns. We started this campaign with the goal of changing how promotional campaigns usually work. In Thailand, sales promotions have always been about specific products getting discounts, often with lots of rules and expectations. Our aim is to do things differently, introducing a fresh idea: put on a sticker, get a discount. This unique approach gives shoppers more control, allowing them to save money on the things they really want. The Salesation promotion is here to address this specific insight and better capture the interest of the department store’s target audience.

Media Result:
- Reach more than 7.5M VDO view from all channels
- % Reach at 28% of potential target
- Frequency at 1.88
- CPV at 0.19 THB
- CPA Performance improve instantly 11% (Compared to previous campaign)
- YouTube True View can generate 40% completion rate which is higher than account benchmark at 10%.
- Engagement rate is at 34%

Marketing Result:
Increase daily sale by 12% and increase daily traffic by 14% (All branches nationwide) compared to previous campaign.