House of Coats: marketing automation just got real

A 360° gallery installation to bring the world of thread to life

1. The Brief

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.

2. The Solution

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.

  • 60%

    Email open rate

  • 1300

    unique visits from high-value fashion influencers

  • 10%

    Sales conversion

3. The Results

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.

Our Work

Always connects