Ocado shuns Xmas TV ad for personalised email activity

ocadoOcado is turning to personalised email marketing rather than TV advertising in the run-up to the festive season by sending more than 600,000 customers what it calls an “early Christmas present”, in form of a personalised video summarising their year of shopping with online retailer.

Devised and executed by Stink Studios, the MyOcado2021 campaign features “There’s an Ocado Just for You” as the core concept to deliver customers a Christmas ad “just for them”.

Each film, which varies in length of up to two minutes, summarises each customer’s top purchases and how they have helped contribute to Ocado’s sustainability mission.

Within each video, customers will learn about Ocado’s progress as it strives to become the UK’s most sustainable grocer.

Over the past 12 months, Ocado has redesigned its Own-Range packaging to eliminate 65 tonnes of plastic, 18 tonnes of virgin plastic and 10 tonnes of paper, while also claiming to be the first supermarket in the world to have a net zero HQ.

The online grocer will also donate over £8m to its partner charities, made possible by donations from customers via the You Give We Give scheme. Ocado matches each donation pound for pound, donating the total to Fare Share, The Community Shop and The Felix Project. And, throughout 2021 so far, Ocado has recycled over 100 million carrier bags through its closed loop recycling scheme.

Stink was briefed to help create something personal for Ocado customers, rather than a Christmas TV ad. The agency devised the creative concept and helped deliver the videos, creating a fictional “Good News” channel with an Ocado driver playing the news anchor, delivering “good news” this Christmas.

All Ocado customers with five or more deliveries in 2021 will receive an email directing them to a dedicated microsite, containing their bespoke film and a series of between five and eight assets they can share on social media. Overall the 600,000 personalised films and 3.5 million social assets took less than 48 hours to create using Stink Studios proprietary automation video platform, RITA.

Ocado Retail chief customer officer Laura Harricks said: “After the success of our personalised customer videos last year, we’ve made this year bigger and better, with a clear focus on sustainability. This year’s videos highlight how our customers have contributed to making us a more sustainable business through minimising food waste, participating in our closed loop carrier bag recycling scheme and donating to our partner charities that we match pound for pound.

“We hope that each video brings a smile to our customers’ faces as we take a look back at how they’ve shopped over the past year. The videos aim to show that there really is an Ocado Just for You.”

The campaign is being supported predominantly by personalised email activity. However, multiple digital channels are being used for maximum reach, including paid and organic social, on-site pop-ups and banners.

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