Hewlett-Packard (HP) Snapfish is an online photo service platform that enables members to share, print and store their photographs at the lowest prices. They offer professionally-developed digital camera prints, free online photo sharing, unlimited online photo storage, and a variety of personalised photo products, ranging from calendars, mugs and mouse pads, to books, puzzles and teddy bears.
HP Snapfish had trouble acquiring new customers after its first ever digital campaign for its online photo service. Flickr and Zoomin were its only competition at that time, but it still found it difficult to acquire customers. The problem was that the acquisition campaigns were run on an ad hoc basis and did not yield the intended results. Xerago was roped in as a digital partner to help drive the acquisition campaign.
Xerago first did a detailed analysis of HP Snapfish’s marketing environment and target market. We then drafted a media plan by identifying a host of media channels appropriate to reaching out to the target segments and campaign messages were designed. Xerago suggested that first a brand awareness campaign be done – followed by one for lead generation. Only then would the HP Snapfish marketing program see results.
This is how it played out –
Search Engine Marketing:
Xerago first helped HP Snapfish run search engine marketing campaigns to create awareness and drive greater adoption of the product. Product-specific trends and statistics were studied and then a set of relevant keywords (Photo print, photo share, collage posters, etc…) were identified and the campaigns were executed. These campaigns were monitored and keywords optimized on a daily basis for the best possible results.
Third Party Website Advertisement:
Another way of creating awareness about the product that could lead to conversion, was by running display campaigns on high traffic yielding third party websites where the target audience was present. Xerago analyzed the target market’s online behavior (sites. Question & Answer forums visited, etc) and identified a list of websites where the campaign could run in line with HP Snapfish’s media budget. Xerago adopted a strategy that emphasized offers, created necessary digital assets like banners, landing pages, micro-sites etc. and executed the campaign. The performance of the advertisements were monitored – key metrics were measured : like incoming traffic from third-party placements, customers generated from such traffic and the incoming traffic to customers ratio. The media and communication plan was tweaked for optimal performance.
Xerago helped HP Snapfish acquire new customers as well as increase revenue per existing customer by running email campaigns.
- Profiled third party database Campaign:
Xerago tied up with some premium brands to help build a large profiled email database. Mailers were generated with vivid imagery and relevant call to action to influence users to register for the HP Snapfish service. Mail copy incorporated use of real people images instead of iconography with hard focus on keywords such as free, high quality, personalized etc. to encourage click through.
- Usage Campaign:
Xerago ran campaigns on HP Snapfish’s existing customer database to increase revenue per existing customer, adopting an offer-based communication strategy to influence them to use the services more often.
Xerago then measured the performance of the campaign and altered the communication for future campaigns.
Xerago tied HP Snapfish with premier brands and online portals in co-branding initiates to help acquire more leads. This involved the distribution of free printing coupons to the customer base of the partner brands to increase registration.
With a view to support promotional campaigns across media vehicles, Xerago developed dynamic landing pages that resonated with the campaign’s current theme. This strategy was adapted to project relevant content to the customers. For e.g.: Valentine’s day carried banner and copy with valentine’s day look and feel and photo mugs with hearts, etc.
- 5X increase in customer acquisition.
- Cost per Conversion INR 45 & Cost per Click INR 6 was maintained within the campaign conversion budget.
- New registrations caused a record number of sales.
- Helped in Branding the online photo printing & allied service in the Indian consumer market
- Helped achieve tremendous cross sell results through planned campaigns.
- Significantly reduced the cost of acquisition of new customers.