Timely, relevant inspirationincreases sales
Content hub campaign bol.com
- Content strategy
- Content production
- Silver Spin Award
- Silver Grand Prix
Time and place. That’s what it’s all about when launching a big campaign. All your stories have to be timely and relevant when trying to reach and activate as much people as possible. A prime example was ‘het kersthuis’. A real-life Christmas mansion, filled with inspiring bol.com blogs, distributed in exactly the right timeslot and places. Result? A stronger bol.com brand and a significant increase in sales and average customer value.
Reason. Less is more
Data shows that most consumers visit bol.com with a specific product in mind and most of the time only purchase just that item. But bol.com has so much more to offer. Besides gifts in all possible product categories, bol.com also offers festive decoration items, interior accessories, cooking equipment, games and other entertainment. So the main assignment was: showcase a relevant part of the immense product range and entice customers to buy more.
Big idea. From audience to individual: putting the home in homepage
‘Het kersthuis’ was equipped, furnished and decorated with bol.com Christmas products. This all came together on an online content hub full of original videos, photos and blogs featuring interesting guests and influencers from Holland and Belgium. The wide array of blogs made it possible to sharply distribute parts of the platform to their corresponding target audiences. Making the Kersthuis really feel like home for everyone, and driving traffic towards the bol.com webshop.
Outcome. A well-thought-out content strategy pays off
This was a truly unique project. In terms of vastness and sheer numbers, but also because of its media mix, smart distribution and extraordinary content quality. The Christmas House is a perfect example of how a well-thought-out content strategy can reach, inspire and convert its targeted audiences. The project attracted, engaged and activated more customers than prognosed. And more importantly, boosted bol.com’s Christmas sales significantly.
Strangers needyour address, friends knowwhere you live
Total hours spent by visitors
Sales increase on bol.com
Average engagement time
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