Coats, one of the world's leading suppliers of thread, wanted to target Fast Fashion customers with core product and service messages via a digital, marketing automation enabled campaign. Our challenge was to showcase all the elements of the design, technology and supply chain of thread in a memorable and creative way.
We wanted to do something more memorable than a standard email-based campaign. So we produced a physical installation with areas for each of the core campaign elements. We captured the space using 360° Google Street View technology, and hosted on Marketo. The installation was then distributed via an automated e-mail campaign with personalised content.
Email open rate
unique visits from high-value fashion influencers
Focused emails earned open rates of 40% to 60% (by market sector) and attracted over 1300 unique visits to the interactive website.
Most importantly, of the high value fashion brands Coats chose to target, Omobono secured a 10% sales conversion rate far higher than the client expected.