‘Tis the Season for Winning: Crafting a Holiday Campaign Strategy That Delivers

GoMart creates incentives throughout the year as part of its marketing efforts to help engage, retain and gain new customers. The Holiday campaign, “Merry Madness,” aimed to give app users the opportunity to win one of five different prize packages to encourage visits to GoMart stores.

Project Details

Winter 2025 | Convenience Stores | Strategy

The campaign’s media plan was informed by the previous year’s digital campaign results and existing metrics. Much of the media budget targeted mobile device users to reach those more likely to download and enter through the app.

Services we provided
for this project

Design
Digital
Strategy
Web Development

The Goal

Increase brand awareness for GoMart, increase total conversions/entries while integrating with the GoMart app, measure in-store signage and advertising response with unique QR codes for the campaign and continue to leverage GoMart partner relationships to provide funding for promotions.

The Strategy

“Marty’s Merry Spin” modernized GoMart’s holiday strategy with a gamified, in-app experience requiring an in-store QR code scan to play. This design turned each daily entry into a store visit, driving foot traffic, app downloads and Rewards participation while leveraging vendor-supported prizes for cost efficiency.

The Results

A $7,500 media spend resulted in 866,615 impressions and over 205,415 clicks to the GoMart website. There were 9,591 entries in the contest, which was a 63% increase year-over-year. There were 7,006 entries through the app and 1,783 clicks to the app store from the campaign, which was an added value conversion for the partner.