Announcing the 2022 Selligent Reconnect Award Winners
Celebrating excellence in digital marketing
The 2022 Selligent Reconnect Awards are here, which gives us the honour of announcing this year’s winners! Since last year, we’ve been inspired by all of our clients and partners who use their initiative and creativity alongside Marigold Engage to power their successful marketing programmes. We are excited to recognise and honour these profound examples of strategy, innovation, creativity, execution, and performance exhibited throughout this past year.
Thank you to everyone who virtually attended this year’s global event. Together, we’ve been able to celebrate and acknowledge the hard work and creativity behind our client’s and partner’s successful campaigns.
From a global pool of submissions, our independent panel of judges chose winners in six key categories this year:
Excellence in Consumer-First Excellence in MarTech Innovation Excellence In Omnichannel Interactive Marketing Best In Agile & Inclusive Marketing Excellence In Loyalty Selligent Favorite ‘coup de cœur’
Before announcing our winners, we’d like to thank the members of the professional jury who judged this year’s nominees for the Selligent Awards. Every year, we assemble a team of independent jury members to review and evaluate all nominees in each category. The amount of time, energy, expertise and effort that goes into this evaluation is nothing short of tremendous; from reviewing every submission, analysing each case study, and understanding the results generated, these judges are the reason we can celebrate the Selligent Reconnect Awards today.
And now, the winners of our 2022 Selligent Reconnect Awards:
Excellence in Consumer-First: Winners of this category have delivered a marketing program that truly puts the consumer before the product in every way. These cases utilise engagement strategies based on integrity and empathy. Congratulations to:
Burger King Belgium: The Belgian company that operates the famous brands Quick and Burger King® in Belgium and Luxembourg wanted to build more added value for the consumer. With their partner, Springbok, Burger King BE was able to leverage their website to drive engagement and loyalty. They successfully used marketing automation on three levels– campaign, journey orchestration, and data analysis– and within 14 days of deployment, Burger King BE saw their open and conversion rates increase.
(French winner) La Nouvelle République du Centre Ouest: A local daily newspaper, focused in the Centre-Val-de-Loire and Poitou Regions of France, increased their collection of data and opt-ins, built robust customer profiles, and improved user communication. After establishing a preference centre and leveraging Marigold Engage, Nouvelle République created templates based on user preferences that triggered multiple custom, recurring and one-shot journeys, at daily, weekly and monthly frequencies.
(Spanish winner) Decántalo: With more than 10 years of experience in ecommerce and over 6000 wine references in their catalogue, Decántalo wanted to create automated marketing campaigns to improve the profiling and use of client data. With Marigold Engage, Decántalo leveraged user data to create highly personalised marketing campaigns that sent offers and up-sell recommendations based on preferences like favourite wine, cellar, area and country. This generated more than 100,000 euro in revenue and reduced time the marketing team spent creating emails.
(US winner) Gabe’s: Founded in 1961, in Morgantown, West Virginia, for savvy-shoppers who thrive on finding great deals. Gabe’s has always been committed to delivering exceptional value and great experiences to each and every customer. They already have a robust loyalty program, so when Gabe’s launched SMS they wanted to encourage members to sign up in order to reach those engaged users and give them more options for how to hear from Gabe’s.
Excellence in MarTech Innovation: These campaigns exhibit out-of-the-box thinking, showcasing true originality while using innovative marketing technology such as AI, Machine Learning, and Natural Language Processing. With this award, brands that are leading the market by being the first to test these new innovative technologies in the interest of their marketing teams and/or consumers are recognized. Congratulations to:
De Bijenkorf: Founded in Amsterdam in 1870, De Bijenkorf is an inspiring, creative and sustainable department store who wanted to optimise their audience segmentation processes. With their partner RapidSugar, they built a predictive model to determine which communication to send, to whom, and at the best possible time. They optimised their campaigning process with reusable blocks which reduced the amount of time spent creating emails. The AB test showed that the click through rate increased by 30% and their conversion rate increased by 31%.
(French winner) Crit: Crit has been a European leader in HR and job recruitment for 60 years, and they wanted to speed up the recruitment processes and enhance communication channels. Through Marigold Engage, text messages were sent to candidates after local agencies added opportunities on their boards. The candidates were invited to update their profiles and add missing documents to their applications. All SMS communication was personalised with the name of the candidate, the position to be filled, and the name of the recruiting company. The SMS campaign resulted in a read rate of almost 100%, with more than 3000 text messages sent in 6 months.
(Spanish winner) VeryChic: VeryChic operates as a members-only travel club that provides its clients with discounted booking opportunities in upscale and curated hotels. They wanted to further optimise their marketing communications to drive engagement. To enhance their newsletter, they started personalising their content through data exchanges and saw a 22% increase in open rate and an 8% increase in click rate. They sent tailored offers based on behaviours, which increased open rates by 25% and reactivity rates 75%. Marigold Engage allowed VeryChic to personalise the entire customer lifecycle, from confirmation emails to pre-stay and post-stay communication.
(US winner) Boehringer Ingelheim Animal Health: Boehringer Ingelheim Animal Health is a trusted partner for veterinarians and pet owners across the world. They are also among the market leaders in parasiticides, vaccines, and therapeutics worldwide. By implementing a robust data model to support CLIENT CONNECTION on the Marigold Engage, Wunderman Thompson was able to segment the audiences from within the email platform.
Excellence In Omnichannel Interactive Marketing: Each of the nominees in this category leverage at least two integrated channels, or a single channel other than email – but fully integrated with email (such as reactivity or retargeting), to deliver an outstanding experience to their consumers. Congratulations to:
Dominos Pizza NL: In the Netherlands, Domino’s has 300 locations and is the choice pizza of the country. They launched The Domino’s 20 Minutes Campaign, asking the question: what can you do in the 20 minutes it takes for your pizza to arrive? With Ematters, their marketing automation and data agency, they launched a challenge where customers submitted photos of their own activities and voted on their favourites. Selligent put forward an omnichannel campaign created from a mobile first perspective and successfully increased engagement and broke into a younger demographic.
(French winner) M6 Group: M6 is a French media group with a presence in the audiovisual and digital media markets redesigned their mobile apps to draw in a younger target audience. M6 used Marigold Engage and SITE to identify website visitors, track navigation, and to display personalised download suggestion banners. When a visitor browsed their website, a recommendation based on the device they were using popped up and prompted the user to download the app instead. The first 4 months of the campaign successfully resulted in over 210,000 redirects to the App Store or Play Store across all three radio stations.
(Spanish winner) Unicef: UNICEF España is dedicated to defending children’s rights with passion, dedication and rigour. They were managing the missed payments of regular donors through a purely offline workflow, relying on the call centre and mailing, which had a huge effect on costs and time. With Selligent, UNICEF created an omnichannel marketing automation journey with personalised email content. They streamlined their follow-up process through emails and SMS and easily continued the clarification of the payments.
Best In Agile & Inclusive Marketing: The ongoing impact of the recent pandemic has remained a challenge for all marketers. This category honours those clients and partners who demonstrated agility and inclusiveness in these difficult times, by responding to the needs of their customers and communities. Congratulations to:
(English, US and Spanish winner) Kinepolis: Kinepolis aimed to create the ultimate movie experience for their customers. During the COVID-19 pandemic, they saw the numbers of visitors drop dramatically. By using Campaign and SITE, Kinepolis created brand uniformity across 9 countries and better understood their customers’ behaviours and interests. To ensure customers were updating their preference settings to receive as much personalised information as possible, they used internal display ads, targeted social campaigns, and automated flows to reduced abandoned carts, and ‘last chance to see,’ resulting in 203% increase in open rate, an 821% click through rate increase, and a 1900% conversion rate.
(French winner) Leasecom: Leasecom is a pioneer of financial leasing who wanted to reconnect with their partners in person. They organised 7 regional events, 1 virtual event, and 1 national event for their key partners. To maximise the success of these events, Leasecom and their partner MarketEspace used Marigold Engage to create personalised emails and tailored landing pages, and included live content to actively promote the events. The campaign successfully concluded with a 42% open rate for registration emails, an 8% click-through rate for the registration button, and a 20% click-through rate on opening.
Excellence In Loyalty: A brand-new category that highlights excellence in building loyalty through relationship marketing and personalization. Congratulations to:
Climaclic: ClimaClic is a non-profit climate lottery platform who supports climate change with the sale of lottery tickets. BurdaDirect was asked to build an easy-to-manage system of transactional and personalised emails for ClimaClic to build loyalty. Now, over 50 custom journeys automatically run, with the new data smoothly flowing into the Marigold Engage. Relevant project proposals are pushed to customers through different emails to keep the interest. This new system was set up in just 8 weeks, and significantly reduced the amount of work done by the small team at ClimaClic.
Selligent Favorite ‘coup de cœur’: this award highlights Selligent’s favourite campaigns that check the boxes for a number of categories and excellence in digital marketing. Congratulations to:
Accentjobs: Accent Jobs is one of the biggest recruitment agencies in Belgium, and they wanted to build tighter relationships with their customers and ensure they are the first choice for job seekers. Accent Jobs used SITE to personalise their job search experience for applicants. Interests were captured by lead forms, along with account information, Customer Relationship Management information, and web behaviour, which informed weekly email recommendations. As a result, they achieved a +30% increase in open rate and a +400% jump in click rate!
(French winner) Cassis Paprika: Cassis Paprika is a fashion retailer with stores across Belgium, France, Germany, Luxembourg, and the Netherlands. They wanted to leverage SMS to drive engagement and increase conversion. By using Selligent’s Marketing Pressure module, they were able to instantly reach their audience, reach customers not reacting through other channels, and increase the impact of key moments, such as birthdays. As a result, they reached 15% more clients, and drove a 4.1% increase in sales.
(US winner) Corwin:Corwin is the premier provider of professional learning resources that equip Pre-K through 12 educators. Corwin wanted to simplify their website-based user journeys so product recommendations were seamless. By leveraging SITE and Cortex, content blocks were placed on their homepage based on tastes and interests from 2022, while product pages showed relevant items from the same category. Use of Smart Content almost doubled their average number of page views per user from 3.14 to 5.75. They also more than doubled the percentage of users that came back after 24 hours, from 15.3% to 36.64%!
Congratulations once again to all of our 2022 Selligent Reconnect Award winners as well as our amazing nominees! Each one has inspired us with their innovative approach and strategic use of the Selligent platform. It was a treat to see how every brand brought their ideas to life and delivered truly transformative experiences and business value.
Thank you to our jury, our nominees, and to all of our clients and partners for another year of truly inspiring and exceptional work. You are truly all winners and we are grateful for every opportunity to work with you!
And remember: it’s not too early to start thinking about next year’s awards. We are already accepting submissions for the 2023 Selligent Awards, so consider your successful campaigns from 2022 and prepare to submit your favourite case to our independent jury. We would love to celebrate your achievements next year! Contact your Client Success Manager to begin the process.
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