How hyper-personalisation of big data resulted In 1:21 ROI

Key results

• 1:21 — ROI
• +59,394 — New email subscribers
• +3.21m — Unique users engaged on social
• 9,618 — Competition entries

Summary

Ouma ran The Oldwalls Collection's biggest-ever competition end to end, turning entries, votes and a live finale into a database the venue can market to.

Why it mattered

A competition can attract thousands of people and leave the venue with nothing to show for it once it ends. A database the venue owns keeps working long after the prize has been awarded.
The challenge was to make every entry, vote and view count towards that database, and to keep those people engaged until they were ready to book.

The challenge

The Oldwalls Collection wanted to run its biggest-ever competition, Win a Wedding, with a prize of a wedding worth up to £15,000.

The objective was not just attention. It was to build a rich database the venue could remarket to, then convert the people in it into customers through tailored offers and promotions.

What success looks like

• 1:21 — ROI on the campaign.
• 59,394 — New target audience email subscribers, ready for personalised remarketing.
• 3.21m+ — Unique users engaged on social.
• 75,505 — New visitors to the website.
• 9,618 — Competition entries, generating 25,732 votes.
• 10,000+ — Views of the live-streamed finale.

Inside the campaign

Ouma managed Win a Wedding end to end, from the first creative to the live finale and the reporting afterwards.

• Data capture built around the prize — A data capture campaign designed so that entering meant joining the venue's database, ready for remarketing from day one.
• Emotive creative across Meta — Emotive creative across organic and paid Meta, along with creative assets for out-of-home and digital advertising, to bring the prize to as many couples as possible.
• A voting system built for exposure — A public voting system designed to give the venue maximum brand exposure, so each vote shared put The Oldwalls Collection in front of new people.
• Hyper-personalised nurture — A full-scale nurture journey, with hyper-personalised emails sent during and after the competition, so entrants heard from the venue in a way that fitted them.
• Photography, video and partnerships — Photography and videography, plus brand partnerships, to give the campaign the production quality a wedding prize deserves.
• A live-streamed finale — An in-person finale event, live-streamed, to bring the winner announcement to entrants wherever they were.

Testimonial

There were over 12,000 nominations and over 25,000 votes. The Oldwalls Collection is renowned for delivering the ultimate dream celebrations of love and unity, and tonight one couple is going to scoop a luxurious Whirlwind Wedding Package worth over £15,000.