How did we increase sales and customer loyalty during the “silly season”?

In July 2024, faced with the challenges of the “silly season” and intense competition, we carried out a comprehensive marketing campaign for MissiSleepy, focusing on promoting the Triumph&sloggi brands.

Our primary goal was to increase revenue and maximize profits, as well as strengthen customer loyalty through effective management of the entire marketing funnel and precise guidance of consumers through the subsequent stages of their purchasing path.

We started with an in-depth analysis of the market and competition to identify key customer segments with the highest purchasing potential. This allowed us to precisely target campaigns, tailoring messages to the specific needs and preferences of different consumer groups.

In the marketing campaign, we focused on the synergy between the Performance and Brand Communication teams. Despite the different nature of the activities and advertisements, we created a consistent message that effectively attracted the attention of users at every stage of their purchase path. We used a variety of communication formats in social media, newsletters, and META advertising campaigns, including both static banners and dynamic videos. In addition, we used various types of ads in META campaigns, including banner ads and dynamic product ads (DPA) with a dedicated label. This allowed us to present products tailored to the interests and needs of individual users, which significantly increased conversion rates.

Communication focused on creating a sense of urgency and using the language of benefits, which effectively encouraged recipients to act quickly. All promotional materials, whether used in social media, advertisements, newsletters, or on the MissiSleepy website, were graphically consistent, ensuring a uniform and professional presentation of the brand. On the MissiSleepy website, we took care not only of the graphic banners placed on the home page, but also of the visibility of promotions on product listing pages and individual product cards. We also introduced special labels and dedicated banners promoting key offers, which further emphasized the attractiveness of the available promotions.

Each stage of the campaign was closely monitored, and strategies were optimized in real time based on analytical results and customer feedback. This allowed us to dynamically adjust budgets and activities, maximizing the effectiveness of marketing expenditures.

We also maintained constant contact with MissiSleepy customers, which was important for increasing loyalty and repeat purchases. Our activities included active interaction with customers through messages and comments on social media, which allowed us to respond directly to their questions, opinions, and suggestions. This engagement not only built positive relationships with consumers, but also increased their trust in the brand, which contributed to a greater propensity to make repeat purchases.

In addition, email marketing played a key role in maintaining customer relationships and supporting their loyalty. By sending regular newsletters, we reminded users about available promotions and products, which further increased engagement and motivated them to make subsequent purchases.

As a result, the campaign not only achieved its sales targets, but also effectively strengthened brand awareness, building long-term relationships with customers.