CAMPAIGN FACTS

• Online: 21,000 unique visitors / 191,000 pageviews
• Offline: 10,000 consumer activations / 156,000 skins impressions
• Database: 10,000 records

OBJECTIVES AND TARGET GROUP
•  Target a young age group: 12 – 18 year
•  Create sympathy and high impact branding
•  Create buzz around Eastpak brand
•  Generate user data profiles
•  Hot content on www.eastpak.com

CAMPAIGN SET UP
Eastpak ran a campaign of 10.000 sets, consumers were able to choose between three different visuals. To promote the campaign to the target group links on eastpak.com (Benelux section) and icecards.com were used. After ordering, consumers received their free icecards within two weeks at home and could start handing them to their friends and acquaintances, stimulating word of mouth.

Special about this campaign was that the youngster database of Icemedia was used to approach target group members. An email shot by Icemedia to 5.000 people in its database represented the kick off of the campaign. These people met two criteria: Dutch, and between 12 – 18 years old.

CAMPAIGN RESULTS
Consumers responded very positively on the Eastpak icecards campaign: within 28 days all 10,000 sets were ordered and distributed. The campaign generated a significant amount of web traffic, resulting in 21,000 unique visitors. This means that almost 50% of the visitors of the site ordered a set of icecards.


78% of the users represented the age group of 12 – 18 years, which is perfectly in line with the target group. The average age was 21.8 years, peak lying at 16 years.