A WINNING APPROACH TO PROMOTION MANAGEMENT
Benamic's Role in Hisense's Successful UEFA Women's EURO 2022™ Cashback Promotion
Explore how Benamic’s end-to-end promotion management expertise helped Hisense create a successful UEFA Women’s EURO 2022™ cashback promotion. Through engaging visuals, seamless claim processing, and innovative solutions like branded pre-paid virtual Mastercards and custom chatbots, Benamic helped Hisense create an exceptional customer experience. Learn how this collaboration not only boosted sales and brand awareness but also reflected Hisense’s dedication to promoting gender equality and supporting the Women In Sport initiative.
01 THE CHALLENGE / 02 THE STRATEGY / 03 THE EXECUTION / 04 THE IMPACT
Leverage Event Sponsorship
The Challenge & Opportunity
Hisense, a global leader in consumer electronics and home appliances, sought to leverage their partnership with the UEFA Women's EURO 2022™ tournament to boost sales and increase brand awareness. Amid a highly competitive market, Hisense aimed to differentiate itself by offering a promotion that appealed to UK households looking for high-quality yet affordable TVs and appliances, while also supporting a meaningful cause: Women In Sport.
Differentiate the Incentive
The Strategy & Objectives
Benamic worked closely with Hisense to develop a unique promotional campaign that combined cashback rewards in the form of branded pre-paid virtual Mastercards with the option for customers to donate a portion of their cashback to Women in Sport. The promotion aimed to achieve the following objectives:
- Increase sales of Hisense TVs and Major Domestic Appliances (MDAs) during the tournament.
- Boost brand awareness and customer engagement.
- Offer unique, differentiated incentives to customers.
- Ensure a seamless and efficient customer experience from registration to reward issuance.
How it Worked
The Execution
At a Glance
PROMOTION MECHANIC
Cashback Promotion
COUNTRIES
United Kingdom
INDUSTRY
Consumer Electronics & Home Appliances
LANGUAGES
English
CURRENCIES
GBP
REWARDS
Virtual Mastercard Cashback £30-£500
Benamic's end-to-end promotion management services were instrumental in the successful execution of the campaign. Key elements of the campaign execution included:
- A visually engaging and informative promotional microsite and claim form guiding customers through the process of registering and submitting their claims.
- Donation functionality on the claim form allowing customers to donate a percentage of their cashback, that they decide using a user-friendly slider, to Women In Sport.
- Swift claim processing and validation.
- Cashback rewards via branded pre-paid virtual Mastercards.
- A custom chatbot for immediate support and real-time updates on claim statuses.
- A Hisense-branded online claim tracking portal for customers to stay informed about their claim progress.
- Client portal that allowed the client to track the promotion performance in terms of claims, rewards distribution, customer service in an online dashboard.
Campaign Performance
The Impact & Results
The Hisense UEFA Women's EURO 2022™ Cashback Promotion, managed by Benamic, achieved outstanding results and exceeded previous campaigns:
MICROSITE CONVERSION RATE
+45%
Surpassed previous comparable campaigns by over 45%
MICROSITE ENGAGEMENT RATE
+16%
16% higher than the industry average
AVERAGE DAILY CLAIM SUBMISSIONS
+74%
74% higher than previous comparable promotions
CHATBOT EFFECTIVENESS
74%
Success rate of 74% without triggering fallback message
The campaign’s unique combination of cashback rewards and support for Women In Sport resonated with customers, contributing to the promotion’s success. Insights into customer preferences and industry trends informed the campaign’s direction, ensuring a positive impact on both sales and brand perception.
"Benamic has proven themselves as extremely proficient at running differing promotional mechanics over the course of the last one and half years."
Head of Trade Marketing
Hisense