Objective: The concept behind UK-based Gift Finder is customized online shopping with a social-networking element. The site asks users to take a personality assessment: answering questions by selecting a series of visual images they feel reflect their mood. The site then generates a list of gifts that match users' personalities, which can be shared with others. Users can either buy gifts directly through the site or "pledge" to buy anonymous gifts for friends.
Idea: "A lot of this sells itself based on the time of year we've launched," said Heddi Cundle of Consort Partners. The campaign builds on people's desire to delve into their psyche, while also offering solutions for holiday gift-giving. The launch has built-in strategies to generate repeat usage for birthdays and other occasions. Because the personality assessment only reflects the users' mood at that moment, the site encourages people to take the quiz again and to track their emotional evolution, Cundle noted.
Tools: Outreach has targeted consumer media in the US, like Cosmopolitan, Lucky, GQ, InStyle, and other long-lead glossies, Cundle said. Additionally, the site has launched a viral component through a Facebook application that lets users complete an online profile, prioritize their wish list, and drop hints to their friends about their gift preferences. Despite the holiday-time launch, Cundle added that outreach emphasizes year-round use.
Measurement: Campaign success will be measured by the number of users that register with the site and click on Gift Finder links to view or purchase items. The campaign will also track the number of users that add the Facebook application to their profiles.
Company: Gift Finder
Campaign: All I Want for the Holidays is Gift Finder
PR team: Consort Partners
Other marketing: Social media networking
Launch: November 12