HTC: Fostering greater customer engagement and loyalty

Challenge

HTC were launching new private e-commerce store and wanted to grow its subscriber base and requested support to create a clearer sense of customer journeys and build a more engaging owned marketing/CRM campaign.

Approach

Use owned channels (Blinkfeed, Email, Notifications), organic social and paid social ads to target new prospects and drive sign-up. We linked data from e-commerce company and Facebook to HTC’s MailChimp platform in order to create better targeting opportunities and utilised creative capabilities to deliver compelling visual content to CRM database and online.

Impact

Grew HTC Club membership by 259% over a six month period

Exceeded target, reaching a membership of over 100,000 in EMEA alone

Established new segmentation and clearer understanding of customer journeys to increase sales and club membership

Over 25% of new handsets sold to the current HTC customer base