Campaign of the Year for Catalogue Multiple Product

Campaign of the Year for Catalogue: Multiple Product

Title: Digital Release Date (EST), if applicable: If there was a Digital Release Window, how long was this? Physical Release Date:

Please ensure you only include results for the first 12 weeks. Please state if a title has not yet been on sale for 12 weeks and therefore 12 weeks sales data is unavailable. **If the campaign doesn’t have a week 1 target but instead has forecasted revenue for the duration of the campaign – please do provide an alternative. **

Situation Analysis (5 Points) Please provide an answer to each of the below - no more than 100 words per bullet point, and no more than 2 slides. • What was the Challenge? • What was the background and insight used for this campaign? • What were the Campaign Objectives? Please include at least 2 measurable objective and share empirical evidence. • Considering the pandemic, what did you do differently and how did you approach the campaign in 2021 both digitally & physically?

Benchmark Titles Please provide at least 1 benchmark title/campaign or initiative from the last 2 years. Please include wk 12 data where applicable. NB. Please flag if the data is for Physical or Digital Title Release Date Week 1 Week 8 Week 12 1. 2. 3. • Please state how long “week 1” data covers e. g. 7 days: • Please provide some context to why each benchmark title was chosen, in no more than 100 words per title. Unit Sales Target – NB. Please flag if the targets are for Physical or Digital Target Week 1 Week 8 Week 12

Campaign Strategy and Execution (5 points) N. B Please cover off the below in no more than 10 slides. • Target audience and insight • Media Strategy, how were audiences targeted and reached, please explain the marketing solutions used? i. e. use of media etc. • What was new/different/exciting/ground breaking about this campaign? Please highlight at least 2 areas of innovation within the campaign that sets apart and demonstrates uniqueness. • What other creative ways did you reach your target audience? • Please provide narrative on how other teams within the Organisation were involved in the release strategy and what their role was. • Campaign Budget (please include the whole budget for the title’s overall campaign, inc. media/trade/instore etc. ) • If the campaign had to pivot in light of the pandemic, please advise on the changes made; for example, did you consider audience research for the first time?

Results and Insights (5 Points) • How were the campaign objectives met? • Sales results – how did they compare against the benchmarks. Enter the benchmark titles next to the column headings 1, 2, 3 and complete the table. NB. Please flag if the data is for Physical or Digital. Please use Sales Data from OCC. Please include sales volume and value. Comp Title 1 Week 8 Week 12 Comp Title 3 Target Results Variance

Results and Insights (5 Points) • What was the ROI of the campaign; please include marketing spend (using campaign budget specified earlier) per unit sold. Please include information for at least week 1 and week 12. ROI in GBP (£). ROI – sales value over Campaign Budget. ROI Marketing Spend Per Unit ROI Gross Amount Week 1 Week 8 Week 12

Please note If you exceed the specified allowance of words / slides, the judges will only review the information to that maximum and no further words or slides following that will be reviewed.