Recently, the Häagen-Dazs Innovated Digitalized SCRM Campaign designed by Edenred China won “Black Dragon Award” of “Best Digital Campaign” in 2019 Promotion Marketing Awards of Asia (PMAA).
As the most influential marketing award in Asia, PMAA aims to reward outstanding marketing campaigns launched by solution providers and their clients annually. Up till now, Edenred China has won this awards 10th in a row since since 2008.
Since 2018, Häagen-Dazs had launched a series of marketing campaigns which aims to raise the brand awareness and recruit new members. These campaigns were designed to build a good relationship with new members and consolidate brand bonding with existing members so that enhance customers loyalty. Häagen-Dazs Innovated Digitalized SCRM Campaign was designed and executed by Edenred China in 2019, focusing on enhancing customers loyalty through better purchasing experience. Edenred China designed more efficient campaigns in line with the current trend for Häagen-Dazs on its social platform, aiming for upgraded customers loyalty and membership management with customized campaigns.
Annual Bill Campaign, launched at the beginning of 2018, has been seen as a milestone. From the article posed in Häagen-Dazs WeChat account or shared in the Wechat moment, the members can enter the campaign to get the personalized contents such as Annual Keywords, Member tagging, and User journey with Häagen-Dazs, etc. Besides, during the World Cup that year, relevant online game was also developed as the component of the marketing campaign, and had attracted broad participation of the brand members.
Through customized campaigns designed by Edenred China, Häagen-Dazs increased purchase frequency and sales from participants, and greatly improved the satisfaction of its members. Edenred China, as the solution provider, also gained precious experience about brand loyalty marketing in that process. With advanced sense of innovation, we will continue to provide more brands with efficient solutions for accelerating their brand digital transformation