Best Retail Online Campaign

During the 2010 holiday period, electronics retailers vying for the limited consumer dollars were hard pressed to make their industry’s most profitable quarter a reality. Facing stiff competition from the multitude of other retailers, RadioShack looked to NetShelter to position them as THE consumer electronics shopping destination for holiday gifts. RadioShack challenged NetShelter to create an online campaign that would create a spike in measurable traffic, both in-store and online; elevate the sales of featured products and complementary accessories; and increase year-over-year holiday revenue.

To meet these goals, NetShelter created the “Gift Guide Review,” a customized, interactive ad experience that aligned RadioShack’s featured mobile and consumer electronics products with objective editorial content and expert product reviews. The content was sourced and dynamically updated from NetShelter’s portfolio of technology blogs and content sites, which also enabled RadioShack to educate their consumer audience on insights from key influencers in the mobile and consumer electronics spaces.

Additionally, NetShelter’s customized ad unit featured an interactive carousel that allowed users to search through RadioShack’s catalog and purchase products directly from RadioShack.com; create custom wish lists, which they could share with their friends and family; and create printed lists that users could take into their local RadioShack Store.

At the campaign’s conclusion, NetShelter delivered a 200% lift in CTR compared to standard IAB units and helped RadioShack enjoy a successful holiday shopping season.

Contributors:

Marketing Program Manager:	Patrick Connelly
Senior Account Executive:	Grant Parker
Digital Manager:	Kim Bohling
Associate Director:	Hilary Apple
Digital Associate:	Elizabeth Elliott
Manager, Digital Media Services:	Patrick Kuypers
Manager, Traffic:	Bonita Shadbolt
Manager, Marketing Services:	Rebecca Barrientes
Account Supervisor:	Elieen Goodyear
Account Executive :	Katie Bishop

NETSHELTER TECHNOLOGY MEDIA

Location: USA