By Sue Meehan, Group Account Director

People love Smiggle, especially tweens and teens. To harness this enthusiasm, white created an engaging, online customer relationship management (CRM) program called Colour Crews. It’s an online community for Smiggle fans to unleash their creativity, enter competitions and win great prizes.

Designed to encourage participation in a series of activities, the objectives were to:

• engage with 8–14 year olds
• increase Smiggle’s database, Facebook fan base and online sales.

While we have met these initial objectives, there’s no time for complacency with this audience. Two years on, with a solid competition engine in place and a number of well-received traditional competitions housed on smiggle.com, our challenge is now to create sustained engagement.

Colour Crews Master Key

Building a true community is about conversation and participation. Our new campaign, Colour Crews Master Key, moves the action exclusively into Facebook for the first time (tapping into Smiggle’s 300,000 Facebook fans). Participants will travel through a series of challenges and riddles, set in six mythical lands (each representing a Smiggle Colour Crews colour). There are many pathways through the Facebook app, but only one destination – finding the Master Key.

The riddles are a combination of brain teasers and cryptic questions, some of which send fans to the Smiggle website or into one of Smiggle’s 100+ stores. If stuck for an answer, fans will be encouraged to ask for help in the Smiggle Facebook feed, thus creating ongoing conversation and camaraderie for the length of the competition.

Striking the right balance is vital for this type of CRM. Keeping kids interested and social conversation active while also meeting business KPIs (increased traffic online and in store) needs to be handled delicately, otherwise teenagers will see through it.

We think Colour Crews Master Key will be a fun, engaging and effective solution.

The competition is live Friday 17 August, with a new series of riddles released each week for 6–8 weeks.

Which path will you take to find the Master Key?

 

Credits

Senior Art Director: Rhett Dashwood

Designer/Illustrator: Arvin Wahjudi

Producer: Olivier Michelet