CASE STUDY
TRADE SECRETS
ANNUAL 'GIVE & TAKE' CAMPAIGN

INCREASE SALES & AWARENESS

‘Women helping other women’ is the focus behind Trade Secrets / Glamour Secrets ‘Give & Take’ event. The national Canadian beauty retailer, with 65+ locations, invited customers to bring in their gently used hair appliance and as a thank-you to take 50% off a new one. The appliances ‘given’ to the stores are then donated to local women’s charities to help women struggling with turmoil rebuild self-worth and dignity. Toronto area shelters include Nellies, Yellow Brick House and Rosalie Hall. INTENT Media worked with Trade Secrets / Glamour Secrets to drive further traffic to the stores and to encourage customers to Give an appliance and Take part in the promotion.
In 2013, The Collective / INTENT Media was retained to create a fresh look to their ‘Give & Take’ campaign with a revitalized creative and media approach that would increase reach, drive awareness, boost sales and donations.
INTENT Media activates our assets to generate strategic partnerships to the mutual benefit of all parties. For Trade Secrets, we worked with a variety of media partners across Ontario, Quebec and New Brunswick to promote the campaign in those areas, as well as implemented a more integrated media approach that brought awareness to the charitable component of the event “without taking our foot off the pedal” and still generate a per-store sales lift over the previous year’s promotion.
INTENT MEDIA PUTS OUR SOPHISTICATED AND ACCOUNTABLE MEDIA PLANNING, MEDIA MEASUREMENT AND MEDIA ACTIVATION APPROACH TO WORK.
Our media team has developed and refined a more sophisticated and accountable media planning, media measurement and media activation approach to ensure the maximum optimization and efficiency.

View our three-part strategy for Trade Secrets:


PHASE I is based on the successes achieved with the 2013 ‘Give & Take’ media campaign created by INTENT Media, our first campaign for Trade Secrets and, we were asked to do it again for 2014. We would build on the momentum we achieved in the previous year – delivering even more sales and more foot traffic.

INTENT Media took a deep dive look at sales data from the previous years’ campaigns in order to identify any insights that could aid in the formulation of an aggressive plan for 2014. We had some additional objectives for 2014, as well. While Trade Secrets spends media dollars against two key promo’s a year – including Give & Take – they wanted the agency to consider some form of ‘always on’ media strategy to support smaller promotions that historically are not supported by paid media.
INTENT Media built a plan in consideration of the above and included a much more robust digital initiative, with a particularly heavy focus on search, programmatic and social influencer / blogger programs. The plan would see us layer a Facebook ad campaign, some television, and custom content print executions in titles like Flare and Lou Lou Magazines, among other tactics.
IN PHASE II as part of the overall media buy, we additionally identified Rogers Media as a multi-channel media partner who could help us fuse the great content we had access to with promotional concepts we co-created into an executable integrated campaign. This would surely raise awareness and create a compelling reason to visit a Trade Secrets location and participate the ‘Give & Take’ promotion.

Together, our promotional media partner and INTENT Media created a campaign that could be executed across many verticals with a cohesive and meaningful call to action. This would be brought to life through their digital channels, their print pubs, as well as featured segments on Citytv’s BT morning television program, that would integrate the ‘Give & Take’ story throughout the content and drive to retail.
Additionally, as Trade Secrets is a longstanding corporate sponsor of The Weekend to End Women’s Cancers, and as INTENT Media is the agency partner of both, we were able to create even more awareness, corporate goodwill and donations, by providing a bridge through the creative and media executions that were mutually beneficial to both parties within the ‘Give & Take’ promotional program.
PHASE III for ‘Give & Take’ the SEM campaign was constantly monitored and optimized to ensure that we were leveraging any and all insights gleaned from this on-going six-week campaign. We also used the SEM to deliver against the “always on” objective. While it was in high gear around ‘Give & Take’ and the other major promotion, it was still active to a lesser but still meaningful extent the rest of the year, so that even the smaller, not typically funded promotions had some media presence throughout the year.
With regards to our partnership with Rogers Media, we worked intimately with their sales, promo and editorial teams to build co-branded contests and eblasts, custom content advertorials in LouLou and Flare, and created at least six compelling live-eye segments on Citytv’s BT morning show. We crafted the key messaging and concepts for each segment to bring the promotion to life.
'GIVE & TAKE' CAMPAIGN METRICS
YEAR-OVER-YEAR
REVENUE INCREASE

QUANTITY SOLD
INCREASE

CAUSEFORCE | TRADE SECRETS
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