Fashion in Your Inbox: New Yahoo! Mail Ad for Belk Wins Kudos and ClicksPublished: May 2011 | By Yahoo!
How
does a venerable, 123-year-old department store re-brand itself online
for the 21st century? It turns to Yahoo!, the premier digital media
company.
The Challenge
Belk is a North Carolina-based
fashion retailer with more than 300 stores across the American South,
founded all the way back in 1888. But like many companies with a
historic legacy, Belk wanted to refresh its image to reach the younger
set. So, working closely with Belk, its agency Camelot Communications,
LTD and Flite (formerly Widgetbox), Yahoo! developed a “content mash-up”
ad campaign for Yahoo! Mail.
The Solution
Working
together, our teams developed an elegant pullover ad in Yahoo! Mail that
expanded from a 300 x 600 banner on click. The ad included a video spot
and social media ties-in to Facebook and Twitter, so that shoppers
could share their Belk experiences. The ad ran from October 10 through
November 1, 2010.
The Results
The Belk solution was
not only elegant, it was effective. The campaign delivered more than
5.4 million impressions, and the average user who interacted with the ad
unit spent 22 seconds with it, compared to the industry benchmark of
just six seconds. In terms of clickthrough rate, the campaign gleaned
more than 99,000 click actions---a CTR of 1.8%, compared to the industry
benchmark of 0.9%. And of the users who interacted with the ad, 20%
played the video.
Fashion in Your Inbox: New Yahoo! Mail Ad for Belk Wins Kudos and Clicks
The Feedback
“We
were pleased to be a partner with Yahoo! and Flite in creating and
using this exciting and revolutionary new ad format,” says Ivy Chin,
Senior Vice President of E-commerce for Belk, Inc. “The results far
exceeded our expectations... The ads were a dynamic component of our
brand re-launch campaign and a great way to introduce our ‘Modern.
Southern. Style.’ message to customers, and to drive sales for Belk.”
“The
Belk campaign exemplifies the power of Yahoo’s unique combination of
Science + Art + Scale,” says Dev Patel, VP, Advertiser and Publisher
Solutions at Yahoo! “By leveraging a new ad format with exciting content
that users want and an engaging experience, Belk is able to reach their
customers at scale and generate significant ROI.”
Fashion in Your Inbox: New Yahoo! Mail Ad for Belk Wins Kudos and Clicks
About Belk: Charlotte, NC-based Belk, Inc. has 305 Belk stores located in 16 southern states. The company was founded in 1888 by William Henry Belk in Monroe, NC, and is in the third generation of Belk family leadership. Its Belk.com website offers a wide assortment of fashion apparel, shoes and accessories for the entire family, along with top-name cosmetics, a wedding registry and a large selection of quality merchandise for the home.
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