Mobile Engagement Strategy Leads to New Customer Acquisition and Brand Awareness for Calendars.com

Calendars.com Case Study

Background

The Best Selection of Calendars in the Known Universe

Calendars.com, an IR 500 member, has been offering “The Best Selection of Calendars in the Known Universe” for online shoppers since 1999 and is part of the Calendar Holdings LLC family, which is the world’s largest retailer of calendars in more than 1,500 malls around the world. Over the years, the product has expanded to include games, toys, puzzles, books, and gifts.

 

Goal

Acquire new customers, increase brand awareness, increase engagement, and build an owned rich media library.

In the 14 years since Calendars.com was launched, one thing has remained the same: the majority of calendar sales occur between October and February each year. In order to maximize sales during this period and to remain engaged with customers throughout the rest of the year, the company wanted to:

  • Be top of mind for existing customers and engage them in a mobile-friendly experience.
  • Find new ways to connect and engage with existing and new customers during the “off-season” months of the year.
  • Triple the number of user-generated photos they had gathered over the last 3 years.

Calendars.com chose Rivets’s platform to launch marketing campaigns across devices because of its scalability and speed. “Mobile is a new frontier for us, and we need to adapt quickly in order to give our customers the best experience possible, no matter where they are. Rivet’s platform gives us the flexibility to spin up endless targeted campaigns and instantly see results. We can’t get this type of speed anywhere else. This new marketing capability has transformed the way we engage with and learn about our customers,” explains Paul Hoffman, COO for Calendar Holdings LLC.

The first campaign Calendars.com launched on the Rivet platform was a Top Dog and Top Cat contest. Dog and cat calendars are top sellers, and the company wanted to co-create a custom calendar to highlight the passion of its customers who are pet lovers. People entered the mobile web-optimized campaign through triggers such as banners on the Calendars.com website, a friend’s Facebook post, Twitter ad, or an email.

 

Results

Engagement skyrockets and rich media library swells to include customers’ passionate photos.

“Rivet has provided us with a brand new way to engage our customers, which will quickly become the lifeblood of how we interact with consumers who are on the go and always connected through mobile devices. As an executive, you’re always looking for new ways to make your dollars work harder and provide better results. This is it for us,” said Hoffman.

Having an owned media asset like this will give us the ability to bring the right content to our site to inspire purchases.”
– Paul Hoffman, COO Calendar Holdings LLC

Acquired New Customers

  • 39% of photo contributors opted in to receive commercial email from Calendars.com.
  • 83% of photo contributors are new to the Calendars.com database.

Increased Brand Awareness

  • For every person who submitted a photo, an average of 45 additional consumers engaged with the Calendars.com brand by way of viewing or voting on the dog and cat photos.
  • 60% of traffic to the campaign came from Facebook without spending any money on Facebook ads.

Increased Engagement

  • More than 360,000 votes were cast, with many people coming back daily to vote.
  • Each photo was shared out to Facebook or Twitter an average of 3 times.
  • Campaign confirmation emails had an open rate of 104% versus the industry benchmark of 47%, and a click-through rate of 64%, versus the industry benchmark of 9%.

Captured User Photos

  • In just 6 weeks, the company has an owned rich media asset that is 11x larger than their original user-generated photo library.