Platform was commissioned by Kmart Australia to help build Kmart Tyre & Auto’s (KTAS) brand through online channels. Prior to the launch of Kruise News, the exclusive member database for KTAS was weak and online engagement in the brand was at an all-time low.
The Challenge / The Opportunity
To ensure that we understood the needs and interests of the audience, an online survey was conducted, providing KTAS with unbiased insights. In conjunction with receiving the very latest catalogues and offers, we found customers were looking for something more from the campaigns — something ‘in-tune’ with everyday motoring life.
The Solution / The Concept
Our creative answer was to develop a sub-brand for KTAS that would became a tangible brand-building tool — this development was called Kruise News. The launch of Kruise News has helped transform the KTAS brand, by offering its exclusive customers with an informative, high-response generating e-newsletter publication that is targeted towards everyday Australian motorists. Through our consultation, each issue now provides customers with highly relevant news, engaging advice, appealing offers, and exclusive competitions. As well as strategic brand consultation, Platform provided Kmart Tyre and Auto Services with all creative and production support to deliver these email newsletters and their associated landing pages.
The thorough reporting and online surveying provided by our service, including campaign analysis and management, has assisted KTAS by improving their insights into the needs and interests of their customers. Kruise News is now a powerful tool that helps Kmart Australia Limited better its sub-brand, for an increased return on marketing investment.
Our exclusive engagement has helped Kruise News become more ‘in-tune’ with the needs and interests of its intended audience – the Australian motorist.
- The success of the campaign has resulted in a 420% plus increase in sales and brand engagement (including new products and offers)
- CTO rates of eDM campaigns increased by 612%
- Stronger brand awareness and increased levels of satisfaction
- Higher levels of participants during customer surveys
- Return on marketing spend increases from 18% to 39% (based on the following algorithm: new customer acquisitions + repeats / total & actual marketing spend)
China’s ever-changing e-commerce landscape is and prone to contradictions.
Partnering with a reputable agency is necessary for Australian brands to navigate the Chinese market successfully
Say hello to experience what Platform
can do for your business.
We’d be delighted to show you our
work, tell you more about the
great results we’ve achieved for our clients,
or answer any questions you may have.
To find our more contact
Daniel Abraham on (02) 9911 7788 or
send an enquiry using the form below.
Sydney (Head Office): L 40, 100 Miller Street, North Sydney, NSW, Australia, 2060
Shanghai: 5/F, No.89 Taixing Lu, Jing’an District, Shanghai China
Sydney (Head Office):
L 40, 100 Miller Street,
NSW, Australia, 2060
5/F, No.89 Taixing Lu,
Jing’an District, Shanghai