DIGITAL STRATEGY FOR ERNSTING’S FAMILY – HOW MEDIENWERFT MAKES ENGAGEMENT RATES EXPLODE
A digital strategy that is fun for everyone involved: whether with seasonal themes, as part of cross-channel campaigns or to promote Ernsting’s family’s high-value offers, the promotions and competitions that we have developed for Ernsting’s family always cause a splash, generating customer loyalty and sales and providing entertainment for the whole family! We achieve this through more involvement, interaction and exciting ideas.
Ernsting’s family GmbH & Co. KG
- Frontend development
- User experience/user interface design
- Idea development/conception
- Cooperation management
- Backend development based on TYPO3
- Pattern Lab (Living Styleguide) as the base for the integration of shop UI components
With around 1,900 branches in Germany and Austria, a successful online presence and around 12,000 employees, Ernsting’s family is one of the largest cross-channel providers in the German textile retail sector. The company, based in Coesfeld, was founded in 1968 by Kurt Ernsting and offers clothing, underwear, bedding, accessories as well as home & living ranges for the whole family.
GAMES, FUN & PERKS FOR HAPPY FAMILIES
With the aim of ensuring more awareness, commitment and, of course, more customer loyalty as part of cross-channel campaigns, Ernsting’s family was looking for ideas for its competitions and promotions that would inspire enthusiasm among the target groups.
The focus here was on the customers, with the intention being that they would find the promotions fun.
As for quantitative goals, the focus was on increasing traffic, generating leads, and increasing awareness.
MULTI-VALUE, UNUSUAL, AND BRAND-APPROPRIATE
Even in the briefing phase, we ensured that the content and objectives of the competitions and promotions planned offered customers real added value and at the same time were appropriate for the brand.
Ideas, value and incentives that increase participation were important. In implementation, we placed importance on an appealing “playability” and the possibility of active interaction to increase the chances of winning. We also like to go a little further when it comes to innovation.
Our competitions and promotions take place in parallel on Ernsting’s family’s various digital touchpoints or take advantage of new technologies for more involvement and fun.
ANYTHING – JUST NOT BORING
Shake your smartphone, blow into the microphone or draw it… when developing competition mechanics, we pay great attention to unusual interaction, motivating pathways to the objective and individually challenging playing styles.
Eye-catching promotions and interactive, challenging competitions are a real creative task. They must not be too easy, but also not too difficult. And they should also provide enough fun to join in after the third time.
YEAH, WHERE ARE THE CHRISTMAS ELVES?
The end of the year is approaching – are there any other ideas besides an advent calendar? Of course! The lovable, but unfortunately somewhat scatterbrained, Christmas elves. They get lost quite often and want to be seen on YouTube, Instagram or in the web shop…
The cross-platform scavenger hunt kept thousands of participants happy for weeks, brought new newsletter subscribers and ensured customer loyalty across all channels.
ELEFUN – CATCH A BIT OF SUMMER!
In cooperation with the renowned game manufacturer Hasbro, we combined fun with an insight into the current summer collection. There was also the opportunity to collect attractive game packages and discount codes for purchases.
The game, which could be played daily on all devices, was about capturing butterflies. The faster the better. And if it didn’t work out, no problem. The next day, young and old had the chance to try again.
PLAY TO SAVE
A CHANCE OF DISCOUNTS EVERY DAY
It doesn’t take a super prize for the server to almost collapse under the weight of all the players. In the “Play to Save” competition, entrants could win a 10-50% discount code. Whether you helped a toucan crack coconuts, found Kalle the Camel, helped a hedgehog to look through a pile of leaves for some delicious apples, or had fun with flamingos, the most important thing was to have some luck and some skill.
Every season, “Play to Save” has become a big hit among Ernsting’s family’s competition promotions, with up to one million hits per game.
ALSO CHALLENGING: TECHNICAL CREATION
Of course, the technical side of developing competitions and promotions is also complex. For example, we like to use innovative operating concepts, in which functions are triggered by rotating or shaking the smartphone, for example, to ensure lots of fun while playing.
Sophisticated technology is reused for the cross-channel applications that are available on various digital touchpoints. This applies, for example, to the processes associated with the respective games, such as discount and profit management, different login routines or the control of game times.
WELL DONE, AND WITH A REAL KICK
Of course, there is a very clearly defined objective behind every promotion and every competition. Sometimes it is advertising ranges of products, sometimes it is generating newsletter subscribers or annual ticket users or increasing traffic in selected channels. However, what counts for all tasks is a surprising and resourceful idea for achieving the desired goal. And above all: to inspire our loyal customers again and again.
What do you need for this? Conceptual strength, technical know-how and the desire to dive into an irrepressible gaming mood once again. This skillset offers ideas with a kick that simply spread a good mood.
KONZEPTIONELL, KREATIV & TREFFSICHER
Neben dem strategischen Input, schätzen wir die Medienwerft für ihre konzeptionellen und kreativen Ideen sowie für die treffsichere Ausarbeitung.
„When you’re looking for new perspectives on the development of your process or transaction-oriented online platforms, my team and I will be happy to advise you. I look forward to getting to know you.“
HENDRIK VAN LAATEN
Tel: +49 40 / 31 77 99-0