VivaTerra is an online retailer of luxury home décor, specializing in environmentally friendly products. In the winter of 2012, VivaTerra selected Oōtem to handle their entire media planning, creative, social, affiliate network management, SEO/SEM, and web content duties.
Challenge: Nearly 100% of VivaTerra’s marketing investment goes to print. On a monthly basis, the brand sends out a catalog to nearly 2MM highly affluent women. Though they wanted to pursue the digital channel, every one of VivaTerra’s online campaign results were terrible. They tasked Oōtem with creating a memorable—and, more importantly, transactional—campaign that would increase awareness, increase their digital CRM pool, and drive sales at 1.2x media investment.
Campaign: “Home for the Holidays”. The campaign consisted of a new landing page, digital CRM newsletter, and digital creative. The campaign’s main digital creative was a three-panel rich media execution.
Sale Panel Via an XML feed, the product of the day was featured. For those products that were already or yet-to-be featured, they were specifically treated to increase the consumer’s understanding of the breadth of the brand’s product line.
About Us Panel: This panel was created to increase awareness and education of the brand. We wanted consumers to find out more about VivaTerra in their self-selected environment without having to click to go to the site. By bringing the brand’s story to the consumer, we did not have to ask the consumer to go to VivaTerra’s site to learn more.
Results: On the campaign’s first day, the promotional product sold out at 8:49AM. And for the next 24 days, all products—with the exception of one—also sold out, often before noon PST.
- Sales Results: Goal was 1.2x media investment—actual 4.3x
- CRM: VivaTerra’s digital CRM database grew by 32.84% as a result of the campaign
- Increase Awareness: Average time spent with the About Us panel was 1:24—consumers clearly wanted to know more about the brand
Final results: Based on the results, VivaTerra increased their digital marketing budget substantially for FY13. To date, Oōtem has executed two additional campaigns with similar results as “Home for the Holidays.”