The Insight Awards embody the idea of using data-driven insights for more personalized interactions. The Awards are open to any marketing campaign from all clients across the globe. Winners will be announced at our June 2017 Client Summit in Las Vegas, NV.
The New York Times Company is a media organization focused on creating, collecting and distributing news and information.
The New York Times created a multi-channel campaign that highlighted the crucial work that their journalists perform and consequently what every current and potential future subscriber pays for.
With the wealth of information freely available on the web, and the insufficient revenue generated through online advertising, it has become increasingly difficult for publishers who wish to maintain a consistent level of high-quality, accurate journalism to drive the paid subscriptions needed to support their efforts. The New York Times wanted a campaign that would show the extreme means that their journalists use, and the hazardous environments they are subjected to, to get the most accurate and current information to their readers.
By partnering with Cheetah Digital, The New York Times was able to craft a powerful blend of creative storytelling, impactful copywriting and effective acquisition marketing. The collaboration allowed them to organize and execute on all their campaign assets, adapt messaging to various segments including prospects and former subscribers (both domestic & international), while simultaneously running numerous segmentation, creative and subject line tests.
The combined result of the creative theme, channel optimizations, and Cheetah Digital enabled The New York Times to generate conversions 20% higher than original expectations. For some segments, they saw conversion rate increases as high as 12% when compared to a prior sale.
American Eagle Outfitters, Inc. is a leading global specialty retailer offering high-quality, on-trend clothing, accessories and personal care products at affordable prices under its American Eagle Outfitters® and Aerie® brands.
American Eagle Outfitters sought to encourage their young audience to express their individuality, pursue their unique path and to make a positive change in the world, through their revolutionary campaign, #WeAllCan.
By devoting marketing resources to the campaign, AEO was challenged with maintaining email and SMS conversion and performance while also guiding their customers to act through charity and volunteering. AEO dedicated prime send days to promote this non-revenue generating, charitable campaign.
AEO motivated their customers through several campaigns which highlighted the #WeAllCan message. Their cross-channel efforts included online, in-store, SMS, email, and the dedicated AEO app. Through partnering with Cheetah Digital, the campaigns were so well received that they saw open rates of over 30%, 19% click to open rates, and 10% transaction to click Rates
AEO’s #WeAllCan drumbeat was loud and clear. Their social community responded with rallying calls to get out and vote, do volunteer work, and demonstrate charitable awareness. Their customers showed brand loyalty and AEO once again proved that brands can successfully promote a positive change in the world while still reaching business goals.
Hilton is one of the largest and fastest growing hospitality companies in the world, with more than 4,900 properties comprising over 800,000 rooms in 104 countries and territories.
Rather than focus on the next product, service or sale, Hilton wanted to take the opportunity to show their guests how much they appreciate them. For their Hilton Honors loyalty program members, Hilton created a campaign that showed just how much they appreciate their loyal members and their unforgettable travel experiences. Hilton sought to use their email communications to send a personalized, focused message that would speak directly to the customer.
To create a truly personalized campaign, Hilton needed to employ data from multiple sources and seamlessly integrate the story created from that data into interactive creative. Hilton joined with Cheetah Digital and their partner, Moveable Inc. to create a complex, data-focused campaign that aggregated millions of data points from thousands of tables, and to develop logic and code that employed this information to inform a real-time, dynamic, personalized message. The technology provided the advanced capability to pull in selected data fields, creating an easy way to personalize their message for each customer.
Hilton partnered with creative and implementation teams at Cheetah Digital and came up with the Hilton Honors anniversary email with details that congratulated customers based on their journey with Hilton. Hilton Honors members were able to see information on which countries they had visited while staying in Hilton Hotels, how many times they had visited a Hilton Hotel partner, and how many total stays at Hilton they had had since being an Honors member.
The personalized content of this campaign resonated with Hilton loyalty members, resulting in average open rate of 72%. It also had a 10% higher click rate than a typical mailing, and, obtained a net revenue per email of $.76, far above industry standard.