Club
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EOY campaign
Club is a retailer specializing in books, stationary, and creative hobbies. They were looking for a partner that could help them with creating an effective phygital strategy for the holiday season that would engage audiences both online and offline at every stage of their journey.
Throughout the year, ADDRETAIL worked closely with Club to transform each key retail moment into a storytelling-driven experience, shifting the focus from simple product promotions to creating emotional connections with customers.
The concept for the End-of-Year Campaign revolved around a Christmas family dinner, where each family member was represented through personalized gift recommendations. This approach enabled the creation of both a generic campaign, highlighting the holiday spirit and the joy of giving, and targeted campaigns, tailored to each family member (grandparents, parents, and children), enhancing relevance and impact.
This full-funnel strategy ensured that customers encountered consistent and engaging touchpoints, from social media inspiration to search-driven conversions and in-store reinforcements through POS materials. This perfectly illustrates the power of phygital! A high-performing digital strategy with campaigns optimized to maximize engagement and conversions, supported by an in-store experience with promotional materials to boost visibility.
A successful omnichannel strategy, combining digital and physical touchpoints for maximum impact.
The End-of-Year Campaign of Club successfully combined digital advertising, organic engagement, and in-store activation to create a seamless shopping experience.
Meta Ads drove a significant increase (+109%) in transactions, confirming the effectiveness of targeted campaigns adapted to different family members.
SEA campaigns achieved outstanding efficiency, generating strong conversion rates across Search, PMax, and Dynamic Ads.
Organic content reinforced brand awareness, with an exceptional rise in engagement and a surge in Instagram followers.
The phygital approach ensured consistency across all touchpoints, strengthening customer engagement both online and in-store.
By aligning storytelling with data-driven marketing, this campaign not only delivered results but also set a strong foundation for future omnichannel activations.
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