Campaign of the Year for Catalogue Single Product

Campaign of the Year for Catalogue: Single 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, in no more than 100 words, 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.

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. )

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. N. B 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 • 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