The biggest challenge that the brand faced was its ineffective membership registration process which has caused many customers to lose their interest. Previously, customers were required to show up in person, stop by the counter and provide their information manually to cashier in order to become a member of RT Pastry and enjoy member benefits. The whole process was relatively complicated, time-consuming, and less efficient.
Taking into consideration with the current challenge faced by RT Pastry and the company aim to reward and enhance customers loyalty during its 16th anniversary, the campaign tagline “#16 有你” stands for “Thank you for all your support over the 16 years”. While brand offers special discounts and special in-store event for all customers who sign up as RT Pastry members, we strive to tackle the challenge of ineffective membership registration process at the same time.
We have streamlined the registration process through personalized landing page. A holistic approach to digital marketing was also implemented to support and promote the campaign – from social media content, video marketing, influencer marketing to media buy.
The landing page has allowed customers to sign up as RT Pastry members online with ease as it was connected to the brand’s point of sale (POS) system and it features real-time sync..
Creating campaign visual identity and adopt in online promotional content, a series of social media content that promote the benefits of RT Pastry member while directing audiences to sign up at the landing page.
Apart from that, we have invited Malaysia’s micro influencers to share their shopping experience at RT pastry on their blog, Instagram, and Facebook. The key message that they delivered include benefits of becoming RT Pastry member.
The first video was a membership benefits introduction video. To drive more audience interest, we have invited a Malaysia’s artist – Miau Miau to be featured in the video. A significant consideration was because a public figure tends to deliver familiarity and trust to audiences better.
The second video was an event highlight video which showcase the in-store event including promotions and on-ground spin & wheel contest, the rationale of it was to increase audience’s awareness towards the campaign.
Membership landing page . Campaign tagline . Go-to-market strategy . Digital Ads . Influencer marketing
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