OVERVIEW
MadBid is a gamified eCommerce and online auction website registered under Marcandi Ltd. in the United Kingdom. Founded in 2008, it operates in ten European countries, including the UK, Ireland, Spain, France, and Australia. MadBid had an interesting business model. It was offering users earn credits, called "Earned Discount," which could provide an exciting chance for buyers to potentially get items at a lower price.
The Problem
MadBid needed to let its target audience know about this unique opportunity. They required a set of commercials and an advertisement campaign to highlight their gamified auction model and the potential for buyers to save money.
The Goal
The primary goal was to raise awareness about MadBid’s unique business model and attract more users to the platform. This involved:
- Showcasing the opportunity for buyers to purchase products at lower prices than other eCommerce websites.
- Highlighting the gamified aspect of MadBid, emphasizing the thrill of “being a winner.”
What We Did
To achieve these goals, we implemented a two-phase marketing strategy.
Awareness Campaign
First, we launched an awareness campaign centered around the core idea of “being a winner” on MadBid. The campaign showcased how users could buy products at significantly lower prices than other eCommerce sites. This campaign aimed to attract audiences by highlighting the advantages of MadBid’s unique auction and “Buy Now” features. This campaign included commercials, social media posts, special promotions, and online ads, to reach a broad audience.
To make the promotional content more engaging and consistent, we introduced a postman character. The story focused on him delivering packages to the “winners,” highlighting the excitement of winning and the reliability of MadBid’s delivery service.
Holiday Campaign
Next, we launched a holiday campaign during the best shopping time of the year: Christmas. We used the traditional and always-effective element of Santa Claus, focusing on the idea that even Santa buys his gifts from MadBid these days!
The Result
The dual-phase marketing strategy effectively raised awareness about MadBid’s unique business model. The campaigns attracted a significant number of new users to the platform, particularly during the Christmas season when shopping activity was at its peak. By showcasing the thrill of winning and the potential for savings, we successfully positioned MadBid as an exciting and advantageous option for online shoppers.
