Our Work

BERNINA 2011 Holiday Promotion

DETAILS
With the December holidays driving a huge share of annual sales for its Dealers, BERNINA of America turned to LAUNCH to develop a cohesive digital strategy across its portfolio of owned media. Split into two phases, LAUNCH built a promotional platform around seasonal purchase patterns that carefully aligned with BERNINA product features and offers.

By leveraging a strategy that included five targeted emails; a digital catalog tab located on the BERNINA of America Facebook page, as well as a Special Offers! Tab; Facebook Wall updates; a promotional page at BerninaUSA.com and recommended blog posts at WeAllSew.com, the promotion drove sales—while still connecting emotionally with BERNINA devotees. Phase 1 communicated promotional offers for BERNINA machines and accessories, and Phase 2 targeted last-minute shoppers with accessories and software offers, inciting additional Dealer traffic toward the end of the holiday shopping season.