Description
AGENCY:
CLIENT NAME: HP Romania
Campaign started: June 16, 2016
Campaign ended: December 31, 2019
Created at: July 31, 2019
BRIEF
HP Inc. Romania, part of Hewlett Packard Enterprise, selling computer hardware, accessories and office supplies, was interested in a marketing strategy that would boost sales, retain existing customers while also attract new consumers and gain their interest on long term.
STRATEGY:
Our strategy was a reward platform where the customers would register the products they bought by uploading the invoice – proof of purchase, for which they would get points. With the collected points, the customer would purchase other HP products available on the online platform. This way, www.hpbonusclub.com would check all the requirements of the brief. Both digital and direct marketing campaigns were used to convince the customers to register on the platform and upload their invoices in order to collect the prizes. There are over 7000 products available to register into the program.
There is also a cashback module: the member receives 3 euro in his account and bonus points if he uploads on the platform invoices for HP cartridges or HP tonner during the cashback campaign period. The invoices uploaded on the platform are verified and approved before giving the user cashback and points.
RESULTS:
The program registered a steady growth of 300% users/year. The active users are increasing significantly (70 – 300%) thanks to activation campaigns. The cashback module had a significant influence in recruitment of new customers on HP platform, creating a synergy effect and increasing the number of ink toners and printers that were reported by 28%.
The HP Bonus Club platform is continuing to be a successful program and proof that, if done right, a rewards platform mixed with a cashback program can become a winner combination.
DOWNLOADS:
HP Bonus Club