The email acquisition campaign, created by direct marketing agency Entire, aims to highlight Woolworths’ positioning as the online shopping destination for family and seasonal events such as birthdays and Christmas.
The first execution of the campaign will feature a selection of Woolworths’ Christmas gifts presented in a festive snow globe. Subsequent emails will have content tailored to how recipients interact with the initial email and the Woolworths website.
The campaign, called “World of Festive Fun” will launch on 12 November and will continue running until Christmas.
It has been developed to tie into Woolworths’ “Back online with more toys than Santa” above-the-line campaign, starring two Laurel and Hardy-style animated snowmen, which launches on television on 16 November.
Woolworths was relaunched as an online retailer in June after being bought by the Shop Direct Group.
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