Suzanne acted as Executive Creative Director for this Ahold Pet’s Needs email, which won Best in Show Single Execution in the 2018 OMMA Awards and Gold W3 for Branded Content.
The campaign goal was to help Ahold sell more pet products in North America since shoppers don’t necessarily associate their supermarkets with high-value animal care. This email promoted month-long offers, along with cheerful messaging, fun interactions, and the Pet Pharmacy Finder to drive home the idea that Ahold stores are the one-stop solution for all pet needs.
The success of this email was based on data-backed insights that animal owners are placing a newfound emphasis on high-quality pet care. We targeted pet owners who frequented Ahold stores and purchased pet care items, but who hadn’t purchased anything in the past 28 weeks.
The open rate was 25.73%, increased from the 18.34% average open rate for other Ahold campaigns. The click-to-open rate for this email was 25.80%, far exceeding Ahold’s retail average of 7.97%. 89% of users submitting an answer for the Dogs vs. Cats Poll, making it a top five click through for Ahold.
This email won an OMMA for Best in Show Single Execution and Gold W3 Award for Branded Content for Ahold Delhaize.
