O2 Feel Good Shopping Feature
With O2 and Kindred for Business
The Challenge:
O2's engagement objectives were 3 fold. They wanted to drive more customers to the My O2 app, re-engage dormant customers and increase frequency of active customers.
Additionally they were looking for a way to drive non-core revenue and contribute to good causes.
My Role:
As Head of Marketing, I spearheaded the planning, delivery, and execution of the go-to-market strategy and ongoing promotional activities for the Feel Good Shopping Feature, ensuring its successful market penetration and sustained growth.
In my role as Key Account Director, I was dedicated to driving significant increases in Gross Merchandise Value (GMV) and Monthly Active Users (MAUs) through strategic in-app and cross-channel promotions, achieving consistent month-on-month growth.
Additionally, I led the ESG initiatives and cultivated strategic partnerships with key environmental vendors, which resulted in the planting of over 800,000 trees, significantly advancing both ours and the clients’ corporate sustainability goals.
Go to Market
Furthermore, I provided the client with an extensive 12-month plan, expertly crafted to capitalize on key eCommerce events and generate compelling content to drive sustained user activations and engagement.
After developing the key audience segments, messaging, and content, the feature was launched with an aggressive, multi-channel strategy across all digital platforms. This comprehensive rollout included high-impact editorial content, strategic PR campaigns, engaging competitions, dynamic social media initiatives, targeted email campaigns, and timely in-app promotions and push notifications.
Furthermore, I provided the client with an extensive 12-month plan, expertly crafted to capitalize on key eCommerce events and generate compelling content to drive sustained user activations and engagement.
Optimization and performance
Alongside a 12-month schedule, O2 received bi-monthly reports highlighting opportunities to boost Monthly Active Users (MAUs) through strategic promotions and conversions by targeting untapped user segments.
One notable example was a comprehensive competition and full homepage takeover aimed at Android users, which resulted in a significant increase in customer spend. Similar high-impact promotions were executed monthly across all partners to maintain and enhance engagement and growth.
Results
Lets get to work
Lets talk about what you need, where I can help, and the next step in your journey.
