Thinking Big About Little Shop
28th Aug, 2014
When we heard that New World was bringing back its mini collectibles, we knew we had to get in on the action. After all, who doesn’t love miniature versions of things? There was only one small challenge… double ups. At the risk of sounding like an Alanis Morissette song, it’s like Flora Light Spread when all you wanted was Wattie’s Canned Peaches. New World knew that some users with double ups were seeking ‘alternative’ methods to flicking off their unwanted doubles, and we were only too happy to help with a little solution.
During the previous Little Shop campaign, New World customers were taking to social media (especially Facebook) to try and swap their way to a full collection, so it made sense to employ a strategy to build and amplify this momentum. The output was an Umbraco based Facebook App which allowed devoted Little Shop collectors to track their own collection, take note of what they need, and advertise which ones they are willing to trade. The app automatically matches collectors through mini product hashtags, which streamlined the process for the customer instead of having to just throw a Facebook post out and hoping somebody sees it. Additionally, It also allows these messages to be wrapped in New World branding, giving the process some authority and building upon the brand experience.
The Little Shop Swap App has given this hugely successful campaign a digital home where collectors can trade and manage their collections, and the high usage rates have shown that it has really added value to New World's customers.
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