2018 Selligent Awards Winners Announced for Benelux and London

Winners represent excellence in digital marketing powered by Selligent Marketing Cloud B2C marketing automation platform in their respective regions

REDWOOD CITY, Calif. and BRUSSELS, Belgium - SEPTEMBER 24, 2018 - Selligent Marketing Cloud, today officially announced the winners of its annual Selligent Awards for Benelux and London. The awards are designed to recognize marketing programs based on the creative use of Selligent Marketing Cloud’s platform. The first group of winners was presented last week at Selligent’s Reconnect 18 events at the Efteling in Kaatsheuvel, Netherlands and at the Sofitel St. James Hotel in London.   

Selected from numerous submissions from Selligent Marketing Cloud clients across Europe, the winners were chosen by an independent panel of judges based on factors such as demonstrated best-in-class strategy, innovation, execution, and the campaign’s associated performance. Winners were selected in three key categories: Consumer-First Marketing, Marketing Innovation, and Omnichannel Excellence.

Benelux Winners

  • Consumer-First Marketing: Vacature, with agency Rise + Shine

    Vacature, an employment website, provides an interconnected, data-driven customer experience entirely focused on the needs of the latent and/or current job-seeker. Uniquely, Vacature’s customer experience adjusts based on the customer’s answer to a simple question, and follows the customer across channels, including web, social, and email. Vacature’s consumer-first marketing program resulted in a 52% increase in views and a 55% increase in click-throughs in owned media.  

  • Marketing Innovation: Opel, with agency Ematters

    Automobile manufacturer Opel and their Dutch subsidiary aimed to create a highly dynamic lifecycle campaign, designed to nurture leads and drive car purchases. By utilizing Selligent Marketing Cloud to continuously feed behavioral data from the website and from marketing emails to populate rich customer profiles, Opel was able to automate smarter, and more efficient consumer journeys. The program achieved extraordinary results -  a 500% increase in click-through rate (CTR), a 473% increase in identified customer/visitor profiles, and 16% attribution of all Opel cars sold in the Netherlands. Opel was also able to determine valuable information such as the known car models of interest for 20% of all active opt-ins, and their estimated purchase dates.

  • Omnichannel Excellence (two winners)

    Sligro, with agency DHVVP
    Dutch food wholesaler Sligro looked to Selligent Marketing Cloud to automate event registrations, communications, back-office event management, integrate mobile users, QR codes, badge printing, and invoicing in their marketing campaign. Through Selligent Marketing Cloud’s platform, they sold 500 training events via automated communications, and most impressively - decreased their back office management workload by 80%. 

    KPN, with agency Adeptiv
    Dutch telecommunications and television services KPN utilized Selligent Marketing Cloud to deliver an end-of-year gift campaign of various movies and books. The annual loyalty program called for multichannel touches over email, SMS, direct mail, in-store signage, television, and the KPN website - and required a complex mix of smartly designed omnichannel marketing strategies. Compared to the prior year, the end-of-year campaign resulted in a 79% increase in free movie views, and a 132% higher conversion rate on e-book downloads. Compared to 2016, KPN’s emails enjoyed 26% higher open rates and 161% higher click to open rates.


London Winners

  • Consumer-First Marketing (two winners)

    Odeon, with agency Adeptiv
    Cinema brand name Odeon was looking to innovate on highly interactive email campaigns for blockbuster film releases - promoting rich content to drive ticket sales. Interactive features included live polls within emails, “tap to reveal” features, and graphics motion. The results Odeon achieved using the Selligent Marketing Cloud platform were staggering this year, with up to 300 percent revenue lift, up to 10% lift in click-to-open, and a market share increase of up to 4%.

    Hearst, with agency Acxiom
    One of the world’s largest magazine media companies, Hearst, developed a summer sale campaign to drive subscriptions during the typically slower, summer months. By adopting highly consumer-first marketing strategies, the summer sale campaign is designed to appeal to the consumer via highly personalized content with over 250 content options. The campaign drove a significant lift in subscriptions - enjoying a whopping 371% increase in acquisitions year-on-year, click rates up 3.07% year-on-year, and a conversion rate from clicks up to 3.19%.

  • Marketing Innovation (two winners)

    Online car marketplace Autotrader aimed to drum up excitement in the UK during the 2018 World Cup using Selligent Marketing Cloud. They developed a social campaign, giving away one free car for each goal scored by England. Consumers were asked to use the hashtag #AutoTraderGoals on social platforms like Twitter, Facebook, and Instagram after each goal scored, and marketers delivered tailored segmented email and website experiences to drive participation even further. The campaign resulted in a dramatic increase in website sessions, as well as drove conversions rates for car sales during the 2018 World Cup season.

    Genealogy website FindMyPast wanted to re-engage lapsed subscribers through dynamic emails generated by Selligent Marketing Cloud. The campaign included personalized dynamic title and hero images, intelligently segmented upgrade/upsell messages, and dynamic hint data that displayed potential ancestors, as well as call-to-actions to manage and review hints. By utilizing Selligent Marketing Cloud, FindMyPast succeeded in increasing the number of free trials by 100% in key audience segments, and in engaging lapsed subscribers with an 18% higher click-through rate.

  • Omnichannel Excellence (two winners)

    BT, with agency Acxiom
    British multinational telecom company BT looked to improve communications by developing efficient, and personalized email campaigns. Through Selligent Marketing Cloud, they succeeded in creating automated journies featuring dynamic content, product information, and implementing email action containers to drive an industry-leading 60% email open rate, with an email click-to-open rate of 20%

    Dennis Publishing
    Independent UK publisher, Dennis Publishing, wanted to create a highly segmented nurture email series to deliver editorial content based on the optimal frequency and triggered by a consumer’s web site behavior. Through Selligent reporting, they tracked various body text lengths and tones, and segmented and targeted new contact using behavioral data and demographics (job, location, industry). The campaign resulted in extending the average lifetime value of their customers by two months, including a 10% increase in email open and click rates across various brands.

The Selligent Marketing Awards independent panel of judges include renowned marketing and business innovators from across Europe: Miguel Artiach, client experience expert in Spain, Kate Barrett, author, speaker and digital consultant from the UK, Valentina Carnevali, President of Direct Marketing Association Italy, Martin Nitsche, President of German Direct Marketing Association, Jordie van Rijn, consultant and email expert from the Netherlands, and Alexandre Stopnicki, angel investor and Director of Da Vinci Institute in France.

Winners for Germany, France, and Spain will be announced at the Reconnect 18 events in those regions, with an overall Consumer-First Marketing Europe winner awarded in November 2018.


About Selligent Marketing Cloud

Selligent Marketing Cloud is a marketing automation platform that enables B2C brands to engage consumers across all critical channels. Built for the relationship marketer, Selligent Marketing Cloud is the only marketing cloud built on a single code base, featuring artificial intelligence and a Customer Data Platform with a universal consumer profile at the core of every action.

More than 700 brands across retail, travel, automotive, publishing, and financial services rely on Selligent’s proven platform. With 10 offices across the United States and Europe and more than 50 agency partners, Selligent serves over 30 countries with local, personalized service.

Learn more at www.selligent.com and connect with the team at Twitter, LinkedIn, and our blog.

Media Contact:

Sylvie Tongco for Selligent Marketing Cloud

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