en Home Sphertis Showcases Our Clients News How we work Team Contact Hello Agency Showcases menu Subscribe to our newsletter Back to Showcases Get to know your customers’ preferences The client: Tom&Co For many Belgians, Tom&Co is the local specialist in pet food and accessories. The brand is the market leader with more than 140 shops, and is also active in France and Luxemburg. People come to Tom&Co for one of the 7 main sectors: dog, cat, fish, rodent, reptile, barnyard and garden. The first shop opened in Belgium in 1991, and the brand is a significant member of the Delhaize group which boasts an annual turnover of over €24 billion in 7 countries across 3 continents. So we had to create something that would reach a large audience already. Challenge Tom&Co believes in print – bigtime! It actively runs a programme with leaflets, announcements, folders, POS material and a magazine. Yet the real challenge lay in its digital communication. On top of that, Tom&Co has no loyalty card and their customer database was poor and not qualified. In fact, before the action was launched, Tom&Co’s database held only 30 000 contacts. So obviously, the company was eager to qualify and complete the database in order to be able to develop more meaningful communications with their various customers –all of which are great aims. Solution To make it effective, Hello Agency decided to make it personal. The “Placemat” action enabled participants to create a personalized placemat with their pet’s name and photo. To boost pick-up, the action was free and accessible to all (1 participation per e-mail address). To make it easy and fun, the action was run via a mini-site on the Tom&Co website in FR / NL. We followed a specific workflow: Homepage Encoding of data (customer information) Uploading the photo (with min and max weight so as not to overload the server) and visual validation Sending the result to friends via mail Confirmation and sharing the action on Facebook. To promote this action, Hello Agency also developed several other communications: Communication in folder E-news to launch and to revive the action Website banners Facebook posts Community management during the action The action was online for 2 months (15/12 – 15/02). Note: unfortunately, the action was not accessible via mobile due to the fact that the Tom&Co website is not responsive. Results Participation: 16 887 pet-lovers Qualification: better qualified database with information such as the owner’s name, type of animal, animal’s name and date of birth, favourite Tom & Co shop Recruitment: 3050 new opt-ins. Visit the website Share now Contact us ! Hello Agency Find us Address Rue de Woluwe-Saint-Etienne 55 B-1130 Haren (Brussels) Belgium GPS Bessenveldstraat 23 B-1831 MACHELEN Turn right at the crossing Contact us Phone number +32 2 890 92 00 Fax +32 2 890 92 99 Mail info@helloagency.com Follow us Subscribe to our newsletter Careers Disclaimer Subscribe to our newsletter × ×