FULL FUNNEL CAMPAIGN CASE 2023: Depend

This full funnel campaign was launched during the World Continence Week in 2023, serving the following goals:

• Reach new customers
• Increase loyalty among returning customers
• Increase the amount of opt-ins
• Structurally increase monthly sales

In order to reach these goals, the following methods were implemented during the campaign:

• Introduction discount for new customers
• Loyalty discount for returning customers
• Discount on repeat orders, also after the promotional period
• Special instructions for customer service, so people with questions are guided through the order process in a optimal way.
• Personalized content on the website to optimally guide website visitors through the funnel.

Reach new customers

In order to reach new customers, affiliate marketing was used during the campaign as well as adapted advertisements in Google Ads. Also, persons who included in our email database but have not yet placed an order were approached in a personal way to encourage them making their first purchase in the Depend online shop.

Increase loyalty among returning customers

Our vision is that a relationship with a customer is not built yet after a first purchase. A customer relationship (and structural growth) only emerges from the moment when a person ordered at least twice. There are customers in Depend’s email database who only made one purchase, but also customers with two or more purchases. Both customer segments received an email with a personalized approach. Additionally, these customers were targeted via Google Ads.

Convince new customers to make a repeat order, also after the promotional period

To encourage customers who have made a purchase during the promotional period to also make a repeat purchase, a special discount voucher was added in the box they’ve ordered.