Where: Table19

When: March – June 2018

I contributed copy for a major Sainsbury's Christmas loyalty campaign focused entirely on driving the crucial “big shop”.

The challenge was keeping customers engaged and swiping their cards when they were being constantly bombarded with rival festive offers.

The key strategic insight was shifting the narrative from a simple countdown to Christmas to a positive count-up of the customer's accrued Nectar points, by identifying customers who historically saved their points for the festive period.

The results validated the strategy, achieving a massive 82% customer participation rate, delivering an impressive 43% email open rate, and helping Sainsbury's achieve a 7% sales uplift on the previous year's Christmas figures.