Company
ShopSavvy
Campaign
Black Friday
PR agency
Idea Grove
Launch
Early November
Objective: Mobile shopping application ShopSavvy will launch a Black Friday campaign to notify users of its new price-comparison service, iPad capabilities, and social shopping features such as the ShopSavvy Live channel.
The campaign launch will coincide with the release of the latest version of the app. “By the time Black Friday rolls around, it's about the consumer and reminding them about the opportunities that ShopSavvy provides,” says CEO Alexander Muse.Idea: Since it launched in 2008, ShopSavvy has seen mobile shopping and price comparison activity increase and become almost second nature in shopping, Muse adds. The company expanded its platform to engage consumers who buy products both offline and online. For Black Friday, ShopSavvy will reach out to both veteran users and new customers who are adopting the technology.
“We reach out to people who already have the app and remind them to use it during the holidays. Our outreach program on TV and other media is really about getting new users,” explains Muse. “You are most susceptible when you are shopping during Black Friday. We reactivate our base and find new people who haven't heard of the app.”
Tools: Idea Grove will work with ShopSavvy to target broadcast media using Vocus' service suite and PRNewswire's MultiVu. Prior to Black Friday, the firm will launch a video highlighting its new features and also pitch national stories.The company will also monitor shopping-related keywords and topics and track Black Friday shopping coverage trends.
Measurement: The company will keep an eye on the number of downloads. ShopSavvy has received more than 40 million downloads, and Muse estimates it will hit 3 to 4 million a month during the period around Black Friday. The company will track downloads, media mentions, and if the new features re-engage active users.