(VOXI) Drop it like it’s hot
2020 was a challenging year for many reasons but during these tough times, we worked with VOXI to ensure we were giving their customers a reason to smile by dropping the hottest partner reward offerings and prizes. Month in month out, VOXI Drop caused a frenzy of excitement on its social channels by selecting a random day each month to release the Drop; giving customers 24 hours’ notice to speculate what the Drop might be from the teaser trailer brilliantly produced by TMW.
Covid-19 meant like many we had to adapt our reward planning but during this time, we kept close to the latest insight and trends that were emerging to help inform, and pivot our partner rewards in the most relevant and useful way to customers. We produced monthly reports on the major trends that were emerging and the effect it was having on consumer engagement and behaviours for all of our clients’ customers. For VOXI, we applied a specific Gen Z lens in terms of the partner brands we worked with and focused on the Lockdown activities that were booming e.g. skincare and beauty regimes, home workouts, home cooking and feel-good treat food.
Some of the highlights included the collaboration with Glossybox where users were able to redeem a free beauty box worth £50; it beat all of its targets and successfully engaged the majority of the base in a record response rate. Boxes even came in a VOXI branded sleeve adding that extra personal touch for customers. Christmas came early when we gave away 1kg of Protein and a shaker with MyProtein, giving those home workouts an extra boost and making those gains count. In addition, we dropped a 1-1 cookalong with the founder of Mob Kitchen, Ben Nebus, who showed a lovely couple how to make Mob’s legendary halloumi tacos. We threw in a £150 supermarket voucher to ensure the winners had all the ingredients needed and the results were smiles all round.
We finished the year with VOXI’s Biggest Drop ever in the lead up to Christmas. We gave away 90,000+ prizes to VOXI Drop customers working with our friends at Cheetah, to deliver a Christmas Spin to Win game. Customers were able to spin once a day for 5 days for a chance to win a prize. Top prizes included a brand new Fiat 500 Hybrid Electric car, £10,000 cash, highly sought after PS5s, state of the art TVs plus Amazon vouchers, takeaway vouchers and even mini-phone projectors to enhance the home entertainment experience during Lockdown 3.0. See below for 12 months of Drop partner rewards delivered by Mando-Connect (video created and produced by TMW for VOXI social channels).
It has been an amazing year on Drop and don’t just take our word for it, VOXI Drop won big at Loyalty Magazine Awards for ‘Loyalty re-defined’ and were highly commended for ‘Best use of mobile and social’. VOXI Drop continues to succeed at creating loyalty with their youth audience by breaking the traditional rules of loyalty and appearing in the right digital channels. From the research we carried out with YouGov last year, we know that 79% of Gen Z like the idea of a loyalty programme but less than half are signing up. That’s why VOXI’s success is even more impressive as the general trend in loyalty says that Gen Z is a very hard group to engage and keep engaged. Head of VOXI, Scott Currie and Partnerships Account Director at Mando-Connect, Isobel Finlayson joined Bill Hanifin of the Wisemarketer in conversation to talk about VOXI Drop’s success and how they’ve managed to engage this hard-to-reach audience. Here is a link to the conversation.
We can’t wait to continue to build on the successes of last year and keep delivering enviable and surprising Drops that will keep this audience engaged. Keep your eyes peeled on @voxi_uk to see what’s dropping next. Furthermore, Head of VOXI, Scott Currie is speaking at YMS:Online Europe in February so be sure to check it out. Scott will be talking about how VOXI has ripped up the traditional rule book approach to customer engagement, putting the needs of young people at the heart of the brand and how the ‘VOXI Drop’ program in particular has had an incredibly positive response from Gen Z customers.