RESULTS / CITI TRENDS
Fashionable Interactive Marketing
The Challenge
Citi Trends (NASDAQ-CTRN) is a retail store that specializes in providing nationally recognized branded clothing, shoes, jewelry, watches, and home decor at outstanding values of up to 70% off of what you’d pay in department and specialty stores. Its 571 stores in 33 states cater to primarily an urban customer.
The retailer has had a long and successful history with SMS text message marketing that has had a significant direct impact on its sales. More recently, however, the retailer had struggled to grow their opt-in customer database. Additionally, the company was hoping to increase foot traffic to its stores and build buzz around new campaigns.
Industry
The Approach
Citi Trends wanted to create a unique mobile marketing strategy that would drive more opt-ins to its highly successful text message marketing database. We created a Spin to Win game for Citi Trends — a unique slot machine game that could be played on the mobile phone. To get a spin, and a chance to win, the consumer was requested to first opt-in to the Citi Trends text message marketing database. Consumers were limited to just one spin per day. Clothing prizes were awarded as grand prizes and many entrants received a $5 off gift certificate as a consolation prize to drive in-store traffic.
Industries
The Challenge
Citi Trends (NASDAQ-CTRN) is a retail store that specializes in providing nationally recognized branded clothing, shoes, jewelry, watches, and home decor at outstanding values of up to 70% off of what you’d pay in department and specialty stores. Its 571 stores in 33 states cater to primarily an urban customer.
The retailer has had a long and successful history with SMS text message marketing that has had a significant direct impact on its sales. More recently, however, the retailer had struggled to grow their opt-in customer database. Additionally, the company was hoping to increase foot traffic to its stores and build buzz around new campaigns.
The approach
Citi Trends wanted to create a unique mobile marketing strategy that would drive more opt-ins to its highly successful text message marketing database. We created a Spin to Win game for Citi Trends — a unique slot machine game that could be played on the mobile phone. To get a spin, and a chance to win, the consumer was requested to first opt-in to the Citi Trends text message marketing database. Consumers were limited to just one spin per day. Clothing prizes were awarded as grand prizes and many entrants received a $5 off gift certificate as a consolation prize to drive in-store traffic.
The Outcome
Advertisements were placed on Facebook and on the mobile web and app ad network that targeted 18 to 34 – year-old females living within 3 miles of a Citi Trends location. The result was 1,346,792 entries and 179,096 additions to the Citi Trends mobile marketing opt-in phone number database. Moreover, the company increased its Facebook followers by 54,973 during the campaign. That’s a bonus audience that will see its social media posts for many years to come!
