Mobile boost for RadioShack as consumers Trade & Save

This was extraordinarily robust for a four week-long campaign. Developing so many angles and covering so many bases clearly worked well for RadioShack.

Client
RadioShack (Fort Worth, TX)
PR agency

Weber Shandwick (Dallas)
Campaign

America's Mobile Makeover Month
Duration

April 2012
Budget

$650,000 to $750,000

Last summer Weber Shandwick pitched and won AOR status for RadioShack.

One idea presented in the pitch was to highlight RadioShack's existing Trade & Save program, which allows trade-ins of functional electronic devices in stores and online for store credit, as a key differentiator to drive traffic and sales.

"We viewed the campaign as an excellent way to get consumers into stores," says Kally Masino, RadioShack's senior manager of corporate communications. "Consumer awareness of mobility was a little down from carrier stores. We have an uphill battle, but huge potential in gaining people looking to buy mobile devices."

A target was to provide customers with more than $3 million in trade-in credit.

Strategy
"We commissioned two KRC Research studies to validate the insight that many consumers have a lot of retired tech around the house," says agency SVP Matt Motley.

"Results showed more than 90 million consumers have unused tech, 28 million had two or more unused mobile phones, and nearly 64% of those who learned about Trade & Save would be more likely to shop at RadioShack."

A minimum trade-in value offer of $30 and up to $300 on mobile devices helped grab attention. Infographics, media relations, social media outreach, videos, and influencer partnerships drove awareness.

Tactics
Media and blogger outreach was broad, including outlets covering travel, general consumer, tech, and music.

Nine infographics (five in English and four in Spanish) based on research findings were used in traditional and social media outreach. More than 20 pitch angles, ranging from spring cleaning to tax-time savings, were developed. Select media and bloggers got products and gift cards to give away to their audiences.

Spring-cleaning expert Julie Edelman and tech expert Cali Lewis conducted SMTs on April 4 and 17, respectively. Lewis also promoted the campaign on her online properties, including GeekBeat.TV.

Tech expert Dave Dettman, also known as Dr. Gadget, who previously worked with Weber Shandwick and Masino, sec-ured a Trade & Save segment on ExtraTV.

Weber created nine ambush videos and one tech hoarder intervention video. The ambush videos involved knocking on doors of various influencers, including Engadget cofounder Peter Rojas, asking to see their retired devices, and pricing them on the Trade & Save mobile app.

A Tongal.com contest generated more than 140 submissions of videos showcasing Trade & Save. Three were selected for the campaign.The videos were posted on RadioShack's YouTube, Twitter, and Facebook pages, and on the influencer's platforms.

Results
Trade-ins hit 82,000, providing customers with more than $3.4 million in store credit.

"Phone trade-ins for all of April was two and a half times above the monthly average," says Masino. "These numbers are even more impressive when you consider April is a relatively slow month for mobility and there wasn't a new iconic handset launched."

April use of the mobile app tripled compared to March.Print, broadcast, and online stories topped 908 (80% above goal) in outlets such as Parents.com and Fox News Latino.

The impression goal was exceeded by 25%. Combined social media impressions hit 20.5 million.

Future
The Trade & Save promotion is ongoing. An integrated marketing and PR holiday campaign is in the works.


PRWeek's View

This was extraordinarily robust for a four week-long campaign. Developing so many angles and covering so many bases clearly worked well for RadioShack. There seems to be good synergy between the agency and RadioShack's in-house team. Masino also noted a greater number of internal teams are now working more closely together on future projects. The unity between the internal and external teams as well as increased internal integration of strategies should prove a powerful asset for the company going forward with new campaigns.

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