ESP: YES MARKETING
SUBMITTED BY YES MARKETING
GOALS: Improve Engagement
CHALLENGES: This Black Friday campaign from Honeywell had the significant challenge of cutting through the
clutter and engaging consumers during the time of year
when they are flooded with email offers. Honeywell developed a Black Friday strategy to engage consumers with
multiple real-time elements that helped the brand stand
apart from other offer emails, while highlighting their latest and greatest products.
RESULTS: Honeywell implemented real-time creative optimization to tease their Black Friday offerings. They also
built intrigue by incorporating images that automatically
revealed their Black Friday offers when a countdown timer
reached zero. Consumers could click on the banners to reveal each offer - scratch ticket style. In addition, the email
showcased the closest retailer for each offer. The email
generated a 20% open rate.
WHAT WE LIKED: The count-down timers and the scratch
tickets to attract attention during the busy holiday season.
Best Use of Real-time Data: