Bonds Baby Search 2013
Bonds, Bubs, Mums & Mobiles – creating a truly social campaign that sells.
The Project
Bonds had been running Baby Search since 2005 to find Australia’s cutest bubs and tots. In 2013, they wanted it bigger than ever before. And to combat a challenging bricks-and-mortar retail situation, they were keen to make it more commercial by driving sales into their online store.
We knew people loved babies, their smartphones, and sharing photos on social media. The challenge was to combine them in the first-ever mobile-led Bonds Baby Search. We encouraged participants, their families and friends to shop with discount codes in the Bonds online store through incentivised entry and voting mechanics.
The Outcome
The effectiveness of the campaign resulted in the biggest ever sale day in the Bonds site’s history, selling at 20x more than the average daily sales rate. Results included:
- 64,085 entries, double from previous year
- 340,360 votes with 8,800 votes/min on day 1
- 634% profit based ROI in 33 days
- 79,440 new customer sign-ups – grew database by 46% in 33 days
- Baby Product revenue beaten 404%
- Baby Product sales objective beaten by 775%
Responsibilities
Wireframing & IA
As a pioneering mobile first campaign, I lead the creation of the site architecture to allow for easy registration, voting, sharing and shopping from any device.
User Experience Design
The experience was tailored to maximise social sharing with incentivised voting and entering mechanics, resulting in Bonds’ biggest ever sale day in history.
Interface Design
I lead the design team in realising most effective and intuitive interface design that celebrated entries and paid close attention to the Bonds brand guidelines.
Awards
Highly Commended
Mobile Marketing
2014
Gold
Effectiveness – Retail & Direct Sales
2013
Silver
Effectiveness – eCommerce Experience
2013
Bronze
Effectiveness – Campaign Brand Experience
2013
Credits
Agency: WiTH Collective
Senior Strategist: Hally Lara
Senior Producer: Stephanie Saad
Head of Design & UX: Paul Kelly
Senior Designer: Ben White
Senior Developer: Drew Kennelly
January, 2013