Collingwood Lighting: The Impact of a Targeted Sales Promotion

H2 Lite, one of Collingwood’s best-selling lines of LED lights, within their wholesale portfolio was underachieving sales performance in the multi-pack range, resulting in a considerable impact on overall category revenue. H2 Lite multi-packs accounted for less than 1% of overall sales contribution, despite being a more cost-effective product.

Collingwood identified a need to spotlight the multi-pack offering with a view to increasing brand awareness and sales for the product line.

Collingwood were keen to explore a purchase-linked
promotion to boost sales. A purchased linked sales promotion was a new strategy for Collingwood and therefore the impact of this promotion needed to be high.

The brief was clear, demanding engagement, longevity and simplicity while an element of fun with a campaign run time of 6-months, and a format that could be repurposed for other product lines across the Collingwood marketing calendar.

Working on a brief from the Collingwood marketing team PDS responded to their requirement for a wholesale in-branch purchase linked sales promotion, targeted at installers with a focus on H2 Lite multi-packs.

PDS developed a playful yet sophisticated Golden Ticket “winning moments” promotion with a gameshow-inspired aesthetic, designed with the objective to capture attention and create excitement amongst installers. The campaign comprised of 20,000 Golden Tickets, each with unique codes printed and enclosed into the H2 Lite promotional multipacks, securely sealed with promotional stickers to signpost the promotion, making it easily identifiable.

Within the 20,000 tickets were 13 prizes which consisted of shopping vouchers ranging from £50 to a jackpot prize of £1,000. Upon discovering the ticket, the purchasing customer was directed to scan the QR code, taking them directly to a bespoke landing page where they could enter their personal details and unique code. Upon entering the code an engaging animated video showed H2 lights illuminating the different prize values in turn, keeping the customer in anticipation until the spotlight stopped and revealed the prize value or a message to say “better luck next time!”. Sound effects were incorporated to add further build up, theatre, and excitement to the process.

All entrants received a thank you email to acknowledge their entry, and winners were asked to share further information.

To extend the longevity of the campaign non-winners were encouraged to enter again or incentivised to upload photos of their H2 Lite projects onto their socials to be entered into a separate monthly draw to win trade relevant prizes. This drive for customers to post the products to their social pages was planned specifically to boost brand and product awareness
throughout the industry; and to support this PDS devised the content and delivery of a multi-channel social media campaign consisting of video, animation and static images to promote the competition.

The promotion was unlimited meaning that no restrictions were put in place for installers, therefore they had the opportunity to enter multiple times over the campaign period, subject to purchase and in turn multiple chances to win.

To maximise in-store engagement and promote brand awareness, eye-catching POS materials were created and distributed to resellers. The reseller promotional pack included gold-themed FSDUs housing the promotional packs, strut cards, and on-pack stickers, all tailored to make the promotional packs stand out prominently at the point of sale.

The overall aspirations set from the beginning by Collingwood to increase sales of a specific product category were quickly reached and exceeded early on in the campaign with sales of over 2,000 multipack units sold in the first 4 weeks. In addition to a considerable uptake in sales, there was an increase in brand and product recognition through the promotion itself and the social campaign that accompanied it.

At the close of the campaign the results completely surpassed the expectations of Collingwood for their first purchase linked sales promotion, so much so that several further campaigns have been planned with PDS to target sales growth for key product lines.