Multidimensional campaign for World Cup 2023, to increase engagement for subscribers and attract more users/customers.
Timeline: 1 month
Role
Project Owner/ Graphic Designer
Responsible for planning the marketing campaign and collaborating with different teams, as well as handling all design collaterals.
About Calo:
Calo is an app that helps make healthy easy. It was established in 2019 providing nutritious chef-prepared meals. Calo provides healthy meal plan subscriptions that allow subscribers to choose and customise their meals through the app.
About the Project:
Create a marketing campaign that leverages the excitement that builds around the tournament to drive to increase retention, as well as get more user engagement.
As a conclusion of the research & planing, the final idea that was developed was a collaboration between Marketing team, R&D team, Product team & Operations.
What was this idea? Let's get more into it…
The idea was to create new dishes that represent 15 countries that were part of World Cup 2023. With every one of these meals that subscribers choose from the app, they get a country sticker (virtual on the app & a physical one as well). They would collect all 15 stickers in their passport to enter the raffle draw and win a free subscription.
Macdonald's
Think global, act local
Unify the soccer interests but considering cultural differences.
Innovative customer promotions and engagement.
Taps into the range of fans’ emotions.
Coca Cola
Being ready
Inspire football fans to stock up and be ready for the matches.
Connecting fans emotions with drinking a coca cola.
Collaboration with EA Sports' Fifa 18 (Journey mode video-game)
The first idea on my mind was about gamifying the campaign. Being related to the biggest sporting event in the world, I was eager to make this campaign as fun & engaging as it could be, to connect with customers emotions of excitement during the World Cup and show the true colour of the brand.
There were several concepts at the beginning, and a lot of discussion with the product team to check the feasibility and the possibility of making them happen, as well as checking with the marketing manager to align on the ROI.
The idea of a World Cup Passport was born, it basically meant that subscribers has a passport in which they can collect their stickers in a fun way, and get in the raffle to win the prize.
Why consider a gifting campaign?
Increase customer loyalty and mitigate churn risks.
Higher ROI compared to passive ads.
Increase brand awareness.
Attract new customers & increase retention.
Getting aligned with the R&D/ Food team to explore the development of new meals that are country based to be part of this campaign. Considering nutrition, calorie count and scalability factors, this took almost 2 weeks of preparation by the chefs to come up with recipes from around the world.
Multidimensional Campaign
The channels of the campaign:
Gifting
Google Ads
Social Media
Calo App
I managed and communicated the campaign idea with the marketing team to set a launching plan and be prepared for pushing it out in time with all the necessary resources required. I was part of the content creation alongside the marketing specialists, and have handled the social media creatives.
I handled the discussions with the product team in regards of the interactive design of the campaign on the app, as well as the copy writing.
The engagement rate on the app increased during the campaign from 24% to 48%.
The campaign has produced lots of user generated content across the GCC countries.