[JUDGING] Maxol Group
Section: Best Multiplatform Campaign - Paid
Organisation Name: Maxol Group
Campaign Questions
Name Of Brand Client
Maxol
Campaign Name
Bags More Scan To Win
Personpeople Who Led This Campaign
Havas Dublin
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
What Objective For Campaign
Maxol needed a new innovative approach to drive loyalty app engagement, footfall and ultimately customer spend over the summer months.
From a digital point of view, this meant a simple awareness push was not going to work. We knew we had a great creative platform in Bags More at Maxol along with a highly engaged Maxol Loyalty App and strong social & website engagement. These key elements allowed us to build a giveaway campaign under the campaign name of “Bags More Scan To Win” The prize was a key hook with the chance of winning a Free Full Year of Shopping at Maxol. Campaign focused on key objectives of app installs, competition entries and ultimately store footfall.
A significant consideration was the User Journey and CX mapping we undertook with the app design team ahead of campaign launch. From app notification system management to the simplicity of the in app entry mechanic, we optimised as many options as possible to delivery optimal entry volume and in app engagement.
Outline Your Strategy For This Campaign
Data showed Maxol customers already interacted regularly with the loyalty app (60,000 active users) and engaged strongly with value-led content. Rather than asking customers to change behaviour, the strategy was to reward existing behaviour. By connecting the Bags More platform with a simple Scan To Win mechanic, we encouraged everyday shopping visits into a recurring habit and gave customers a compelling reason to download and actively use the app.
What Were The Outcomes For This Campaign Metrics Next Question
The Bags More Scan to Win campaign successfully transformed a brand awareness initiative into a measurable customer acquisition and loyalty-driving programme.
By combining social media, influencer content, digital advertising, OOH and the Maxol Loyalty App into a single connected ecosystem, the campaign successfully moved customers from awareness through to action. The campaign generated significant engagement with the promotion, drove strong competition participation and delivered substantial growth in Loyalty App usage.
Most importantly, the campaign delivered real business impact. Loyalty App membership increased significantly during the campaign period, active member participation grew, and basket spend increased month-on-month. The campaign demonstrated that a social-first approach could influence both customer behaviour and commercial performance, creating a direct link between digital engagement and in-store results.
The integrated approach also created valuable learning for future campaigns. By continuously optimising creative, audiences and channel performance throughout the campaign, Maxol established a scalable model for driving app adoption, customer engagement and footfall through connected digital marketing activity.
What Are Your Metrics For This Campaign Real Metrics Please
Because of this joined up approach, the campaign didn’t just perform well in media terms, it delivered real business outcomes.
Awareness & Reach:
20M+ impressions delivered across all activity.
1.8M people reached throughout the campaign.
65% video completion rate across video activity.
Video Through View cost of €0.01 versus benchmark of €0.04.
OOH design effectiveness ratings performed 5% above competitor average benchmarks.
Traffic & Engagement:
90,000+ clicks generated across campaign activity.
Click performance exceeded campaign benchmarks by 32%.
919,000+ video views delivered.
Carousel activity achieved over 15,000 clicks versus 5,000 originally planned.
Loyalty App & Business Impact:
7,500+ new Loyalty App members acquired during the campaign, representing approximately 30% growth.
Active App Members increased from 29% to 35%.
Basket spend increased by 6.8% versus the previous month.
Is There Anything Else You Want To Add Be Brief
Asset links - https://havas-my.sharepoint.com/:f:/g/personal/sean_carolan_globalservs_com/IgDrpqDdPa24QpS-0WPFZBzYAbU3vwAEHWk0Y4iVGbOCk9k?e=RsBXNM
Frame Break - https://www.instagram.com/p/DPTzw5qAMea/
Carousel - https://www.instagram.com/p/DPoNuAxEma0/?img_index=1
Hero - https://www.instagram.com/p/DOdzW2sEayk/
