Traction Digital managed the mechanics for the “My Mug” promotion, with the inclusion of; automated code generation, custom draw mechanic, triggered emails and centralised management for all data.
- Reinvigorate customer loyalty
- Acquire new subscribers and customers
- A single centralised promotion platform
- Website integration
Solution at a glance
- Traction Platform
- Custom draw mechanic
- Unique code generation and management
- Automated winner and dispatch emails
- Unique voucher generation
- Collaboration with fulfilment house and customer care partner
The lovable mug of brand loyalty
Since 1930 PG tips are Britons favourite cuppa, offering a range of premium teas and the ingenious pyramid® bags which give leaves the room to expand and infuse.
PG tips recognised the need to continue to reward existing customers after the success of a recent loyalty program and were looking for a cost-effective solution that was easy to manage and maintain. The brand produced a creative idea to leverage the sentimental connection of the PG tips monkey to build a closer connection with customers with an everyday item – their own personal mug.
PG tips needed a solution to manage the complexities of running a large scale and ongoing promotion, managing the integrity and security of customer data, digital interactions and communications and prize draw mechanics.
The My Mug loyalty promotion
The Traction Digital solution offered customers a simplified process to redeem their mug online using unique codes, found on the pack. The data was all tracked back to the Traction Platform.
Customers buy PG tips tea in-store and redeem online with the unique on-pack code. Winning customers receive a personalised PG tips mug embossed with two initials (in the same branding as the ‘PG’ in PG tips). All entrants (non-winning codes included) received a voucher for a discount on their next purchase.
Integrated data for improved customer experience
With customer experience a focus for PG tips, streamlined data between suppliers was integral for maintaining data integrity and providing a seamless experience.
The Traction competition platform was integrated with the PG tips website to verify the on-pack codes and capture all entrant’s data. Winners were automatically sent a triggered confirmation email, linking them to their unique voucher. All other entrants were given a unique voucher link on the website for a discount on their next purchase.
The fulfilment house automatically sent the data for mugs when they shipped to winners, and a triggered email with delivery details was sent from the Traction platform to customers.
Results driven marketing
Automated data feeds between the fulfilment house, printers and Traction platform provided a streamlined process with reliable data.
Complex campaign functionality was managed through a single, centralised platform, reducing the number of stakeholders, the amount of effort and cost of the project. The detail to competition mechanics and website integration provided a streamlined customer experience, with a more automated process and faster response times.
Between July and December 2016, the Unilever “My Mug” competition received over 200,000 entrants, with over 50,000 entrants then going on to generate and receive their 50p-off voucher. Even if the entrant didn’t manage to win a personalised PG tips mug, sales were still boosted by incentivising return customers to purchase in-store.
The successful PG tips “My Mug” promotion will continue with adjustments made based on customer interactions and data collected.
About Traction Digital
Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.