ING ORANGE EVERYDAY REFER-A-FRIEND CAMPAIGN

The success of the Orange Everyday account refer-a-friend program (where both existing and news customers get a $75 bonus) was starting to plateau. We reinvigorated the digital marketing campaign by changing the way the promotion engaged customers and positioned account benefits. By creating a series of monthly eDMs, we were able to tap into customers’ seasonal behaviours to encourage shareability with their friends. We also simplified the referral process and used testing to refine the campaign as we went. As a result, 41,898 new accounts were opened (173% of the 15,000 target).