2011 Bronze Effie Winner “Happy People Making People Happy”

Report 8 Downloads 283 Views

service extended beyond just a friendly voice at the call center. While touring ... These live recorded calls became the focal point of our campaign. The Faces of ...

2011 Bronze Effie Winner

“Happy People Making People Happy” Category: Retail Brand/Client: Zappos.com / Zappos Development, Inc. Primary Agency: Mullen

Strategic Challenge The Market Situation The online retail space is crowded and still growing – even during the Great Recession. Last year, more than 154 million people in the U.S. bought items through e-commerce – representing 67% of the total adult population who go online and a 4% rise from the previous year 2008.1 What compels consumers to shop online is the universal desire for convenience, value and selection. In recent years, online shoppers have become even more savvy and smarter by increasingly using the Internet to “hunt” for what they’re looking for, driven by the need to comparison shop. They believe that, “The more I look, the better chance I have in finding deals.” This online price-hunting behavior presents a significant challenge for Zappos.com. Competitors such as Macys.com, Endless.com and Piperlime.com distribute a constant stream of coupons and special discounts. By comparison, Zappos.com does not believe in online price discounting – it focuses on enhancing the shopping experience, by offering access to a customer service team 24 hours a day, free overnight shipping both ways, speedy order fulfillment and a 365-day return policy. The Elevated Challenge The potential for Zappos.com to continue growing was limited by the fact that most consumers

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

were unaware of the unique benefits of shopping at the site. Of the 70% of consumers aware of Zappos.com – most perceived the brand as “just another online shoe warehouse.” 2 In addition, they were often disappointed when they couldn’t find discounts or sales. Many consumers didn’t even know that Zappos.com had a wide array of accessories, home goods and apparel. In short, more people needed to know that Zappos.com wasn’t just an online retailer that sold shoes – it was much more than that. Our Target Audience To identify our audience, we started out by studying loyal consumers who were “head-over-heels in love” with the Zappos.com brand. We carefully analyzed a core base of 900,000 high-value customers. Through our segmentation research and clone modeling techniques, we projected that there were another 7 million similarly high-potential and presently untapped customers in the U.S. who had yet to engage with the Zappos.com brand. These consumers shared many attitudinal and behavioral characteristics with the Zappos.com core customer base. We called them “Happy Hunters” who were: Primarily women aged 25-49 HHI $75,000 + Shop online for shoes and apparel They’re very busy – 70% feel like there just isn’t enough time in the day To them, time is more valuable than money They shop online to maximize productivity Not willing to sacrifice customer service

₁ "Online Retailers Poised for Further Growth | Digital Media - CNET News." Technology News CNET News. 8 Mar. 2010. 2Market Tools Zappos Brand Study. June 2010.

Objectives Objectives We set out to achieve three key objectives: 1. Brand Differentiator: Shine the light on the great customer service Zappos.com provides; increase consumers’ perceptions of core brand attributes by +15% 2.

Behavior: Drive +25% more visits to Zappos.com and increase purchases in other product categories beyond shoes by +20%

3.

Connection: Increase brand affinity and emotional connection by at least +15% (net)

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Metrics To measure our stated objectives, we used the following tools and metrics: Site Tracking: Google Analytics and Google Insights Sales & Customer Tracking: Zappos.com has a proprietary database which tracks customer activity, including sales, registrations, orders placed, open accounts and products purchased Double-click for Advertiser (DART): This is a tool we use to measure online advertising campaigns OTX Brand Health and Ad Tracker: Measures key brand health metrics and advertising communication points

The Big Idea Zappos.com is happy people making people happy. Uncovering our Insight To get to our big idea, we began to dig deep into the Zappos.com brand and explore the mindset of our “Happy Hunter” target, by tapping into an extensive variety of primary and secondary research methodologies, including: Website audits MRI data analysis Field trips to Zappos.com headquarters Focus groups with Happy Hunters Online surveys Communication checks Consulting experts on women to identify shopping behaviors, brand relationships and attitudes Customer service calls Product purchases Social media audit To find inspiration, we visited the Zappos.com corporate offices in Las Vegas. From our first arrival there, we observed a curious and distinctive customer-driven service culture. We realized that the genesis of what we needed to talk about wasn’t online retailing. We started to wonder if we could provide greater clarity to the brand by focusing on the one thing that Zappos.com truly excelled at – delivering great customer service. We were further inspired by the CEO of Zappos.com. When referring to his business, Tony Hsieh had previously stated that “Zappos.com is a customer service company that happens to sell shoes, clothes and other things.” As we began to better understand what this meant – we realized that the commitment to customer service extended beyond just a friendly voice at the call center. While touring the office, we were treated like part of the family, with people stopping to say hello as we passed by their brightly Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

decorated cubicles dressed with streamers, toys, photos, and balloons. It certainly made us all feel like Zappos.com was a “happy place.” The Big Aha As our visit moved on to the call center, we listened into live phone calls between the Zappos.com Customer Loyalty Team (CLT) and consumers. At that moment, we realized that the magic of Zappos.com existed right there in that incredible exchange. The enthusiasm and passion of the CLT and their desire to help each customer, no matter how challenging or time consuming the request, demonstrated Zappos.com had the ability to do more than sell shoes and clothes. On our return we drilled down further to better understand the Zappos.com opportunity from the perspective of the Happy Hunter target. We discovered that: Most Happy Hunters seek great customer service online, yet only 29% feel they are getting it The Happy Hunter expects to trade good customer service online for efficiency and convenience, leaving her unsatisfied Happy Hunters forge relationships with brands that provide satisfying shopping experiences through great service (wide selection, ease of use, friendly and helpful staff) No other online retailer was able to live up to the customer service promise of Zappos.com This perspective led us to our key insight: At Zappos.com, you don’t have to sacrifice customer service for the convenience of shopping online. Which led us to our big idea: Zappos.com is happy people making people happy. We found that this simply powerful idea could help Zappos.com foster an emotional connection with its customers and change the perceptions that “Zappos.com is just an online shoe warehouse.” Specifically, we uncovered that shining the light on customer service would allow us to communicate all the great things that made the Zappos.com experience better and different: Unique culture: Competitors can’t compete with Zappos.com passion and vision. Zappos.com is always looking for ways to make others smile and feel appreciated. Customer Advocacy: Zappos.com will go the extra mile and do whatever it takes to make online shopping fast, fun and easy. Zappos.com understands the importance of human interaction and doesn’t put a time limit on calls. Customers are more than just visitors to the site. Great Selection: From household and wardrobe staples to statements, Zappos.com has it all.

Bringing the Idea to Life Bringing the Culture of Zappos.com to Life To bring “Happy people making people happy” to life, we were inspired by the potential to recreate the live customer experience. We secretly set up live, recorded calls with the CLTs, and we decided Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

to test just how far they’d go to make us happy. We created a series of different (and sometimes ridiculous) scenarios and problems and called CLT members to truly test how unflappable they were. We realized that the only thing harder than not laughing during these calls was actually stumping the CLT. These live recorded calls became the focal point of our campaign. The Faces of Our Campaign To bring these calls to life in the creative, we decided to portray the CLT members as puppets because they were warm, approachable and fun (yet a little weird – mirroring one of Zappos.com’s core company values). The physical features of the puppets were inspired by actual Zappos.com CLT people. These puppets later became known as the Zappets – the faces of our campaign. Marrying Media with Creative To bring the Zappets to life, we chose to surround our consumers with media that would intercept Happy Hunters in moments they seek happiness. This integrated use of mediums allowed us to create a powerful campaign with a limited budget. Broadcast To differentiate Zappos.com from other online retailers, broadcast became a key component of our campaign. TV and radio really worked hard to showcase the unique culture of Zappos.com. The spots were created with audio from live phone conversations. Print To reinforce the customer service message communicated in broadcast, we used print to zone in on our Happy Hunters and communicate the benefits of shopping at Zappos.com. Through print, we were able to highlight the personality of Zappos.com while showcasing a wide selection of products and brands – making our Happy Hunters realize that Zappos.com sells a lot more than just shoes. Digital Based on the profile of our Happy Hunter, we were able to target consumers behaviorly and contextually. While our Happy Hunters browsed the net for apparel, we hit them directly with interactive online ads. Airport bins Zappos.com advertised through airport bins before our agency stepped in. To communicate the brand’s quirky culture, we decided to continue to advertise in this channel. Happy Hunters like to travel and airport bins were the perfect venue to quickly communicate our message. Glamour iPad Issue – enhanced media gallery advertisement With media habits changing constantly, it was imperative for us to align Zappos.com with innovative media. We did this by connecting to Glamour magazine’s iPad issue (the very first fashion publication to have a presence on the iPad). Zappos.com was one of three premium-plus advertisers in this issue, and it was the perfect place to dive deeper into telling the Zappos.com story. We were able to not only showcase product, but also amplify the customer service story though custom-made video.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Communications Touch Points TV

Packaging

Retail Experience

Spots

Product Design

POP

Branded Content

Cinema

Video

Sponsorship

Interactive

In-Store Merchandizing

Product placement

Online Ads

Radio

Web site

Sales Promotion Retailtainment

Spots

Viral video

Merchandising

Video skins/bugs

Street Teams

Program/content

Social Networking Sites

Tagging

Podcasts

Wraps

Trade/Professional

Gaming

Buzz Marketing

Newspaper - print

Mobile Phone

Ambient Media

Newspaper - digital

Other

Print

Magazine - print

OOH

Guerrilla

Sampling/Trial Consumer Involvement

Magazine – digital

Airport

WOM

Print partnership

Transit

Consumer Generated

Direct

Billboard

Mail

Place Based

Email

Viral Other

Other

PR

Trade Shows

Events

Sponsorship

Additional Marketing Components: None.

Reach: National.

Total Media Expenditure: $10-20 Million.

Results The Results Our integrated campaign elements powerfully worked together to exceed key performance goals: 1. Brand Differentiator: Shine the light on the great customer service Zappos.com provides; increase consumers’ perceptions of core brand attributes by +15% When evaluating TV spots, 70% of Happy Hunters indicated that the ads communicate great customer service Zappos.com is caring and passionate increased by 39% Zappos.com is helpful increased by 38% Zappos.com is a brand that goes the extra mile for its customers increased by 30% Has knowledgeable staff increased by 27%

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Source: OTX Brand and Ad Tracker Feb. 2010 – Aug. 2010. 2. Behavior: Drive +25% more visits to Zappos.com and increase purchases in other product categories beyond shoes by +20% Since our campaign launch in March of 2010 through August 2010, Zappos.com has experienced an increase of 40% in visits From January to July of 2010, we’ve seen a 38% increase in non-shoe orders This was driven by a +44% increase among new customers between Q2 and Q3 of 2010, as our message has motivated more Happy Hunters to shop Zappos.com Source: Google Analytics and Zappos.com Sales Data 3. Connection: Increase brand affinity and emotional connection by at least +15% (net) on key metrics Since our benchmark wave of our brand and ad tracker conducted in February of 2009 through August 2010: Overall Zappos.com brand affinity increased by +25% +42% of Happy Hunters indicate that “Zappos.com is for people like me” +22% increase in belief that “Zappos.com is a brand that sells more than shoes” +18% increase in perceptions that “Zappos.com is a brand that makes me smile” (Note: this is a significant gain for Zappos.com because it indicates an emotional connection.) Source: OTX Brand Tracker Feb. 10 – Aug. 10.

Anything else going on that might have helped drive results? In July of 2009, Amazon.com acquired Zappos.com leading to increased press and interest in the site. Zappos.com also launched a re-skin of their website design in March of 2010 to provide a more seamless shopping experience to consumers. The Zappos.com CEO, Tony Hsieh, published his first book, Delivering Happiness, in June of 2010. It debuted as #1 on the New York Times Bestseller list.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Recommend Documents
Nov 16, 2012 - Don't forget to get your postal surveys filled out and sent in. The more surveys received, the ... Geronimo here 6:30. 13. Navajo here 4:00. 15.

instruments on their tracks. It builds with ... niscent of early Beatles songs. It also seems to take some ... list, 'World Pleasure' is an amaz- ing dance-y hit, and I ...

11 Characteristics of Happy People. Health, Georgia Tech class 10/5/2016. #1 Love. Yourself. ✓ Spiritual Wellness. How? ✓ Feed it right (nutrition). ✓ Give it ...

Hidden Valley Storage. Velma Roberts. Diane Bellas. Barbara Schaefers. Steven Hegedus ... Hog Pen. In neon Raceway. Howards Grotto. Jimmy's Deli & Taqueria. Kelseyville Lumber. Kevin Ness Jewelers. Konocti Vista. Casino Resort. Lake Parts/NAPA. Auto

Visit timeout.com/nygifttags to win a $100 to shop at Time Weiland's e-shop. Fashion Designer Gift Tags. ① PRINT on letter-size (8.5 x 11) cardstock. ② Cut using scissors or X-acto Knife. ③ Fold for double-sided effect. Design by: HAPPY. HOLIDA

Jun 18, 2017 - Happy People. READ: Philippians 4:8 (Common English Bible). “From now on, brothers and sisters, if anything is excellent and if anything is ...

This Greetings Happy People Pdf file begin with Intro, Brief Discussion until the Index/Glossary page, look at the table of content for additional information, if provided. It's going to discuss primarily concerning the previously mentioned topic in

“political economists”) argued that a measurable concept of happiness (or utility) was .... above yours, my happiness increases but yours will decline. Similarly ...

Increase ad awareness by 20%. 2. ... Creator of local jobs. ... including TV, OOH, Print, and Geo-targeted Digital Display ads leading to unique online campaign.