Elevating Holiday Sales
The holiday shopping season is crucial for many businesses, and getting consumers’ attention amidst all the chatter is a challenge. When Harney & Sons Fine Teas needed a campaign to elevate holiday sales and increase average order value (AOV) without offering discounts, we were all on board for the challenge.
Turning Nostalgic Tradition Into Holiday Sweepstakes
For many, toy trains evoke sentimental holiday feelings. And their use as seasonal décor has been an American staple for over 100 years. As the holidays drew near, CVR turned this nostalgic tradition into a sweepstakes campaign. We began our work with a video depicting a holiday tea party bursting at the seams with luxurious teas and cozy tea products. The scene was framed by a Harney-branded train encircling the tea party. During the campaign, tea drinkers who spent $40 or more were entered to win a Lionel electric train set and a Harney gift card. To spread the word, CVR developed posts and traditional ads for social media, launching across platforms.
In the Vertical Space
A Social View
Outstanding Campaign Performance
In November 2023, CVR drove an 83% increase in AOV over previous months’ average. AOV increased 70% over November 2022 with this campaign, and it helped launch the shopping season and lead to an overall 75.6% increase in AOV in total for November. Return on ad spend grew 29% year over year, and 81% over prior 2023 average. This campaign earned CVR a Regional Silver Award for Online/Interactive Social Media Single Execution at the March 2024 American Advertising Awards.
Capturing Holiday Wonder
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