Bol.com has millions of great Valentine’s Day presents. But the true gift on Valentine’s Day isn’t material… it’s love. So how could we help our customers ‘give’ their love on Valentine’s Day? By creating ‘The Love Package’. The first package that lets you literally turn yourself into a present. People could order the Love Package for free on bol.com.

We ran out of stock in a couple of days! With the Love Package we enabled thousands of people to give their Valentine the most precious and unique present there is… themselves.

We opened the bol.com social channels two weeks before Valentine’s Day to tell people about the Love Package. We also engaged popular social influencers in the Netherlands and Flanders to write about the Love Package. As part of our PR approach, we actually sent a declaration of love with a Love Package to various media and this generated free publicity. The entire campaign was carried out within a short space of time. We didn’t want to start writing too early about Valentine’s Day and that’s why the total campaign period was only two weeks.

• Business impact – sales, donations, site traffic ?Sales target additional revenue: index 100.

Result: 129 = +29%

Visits: 368,713

• Response rate

100%, all 5,000 available boxes were ordered.

• Impressions

Total reach: 5,434,558

PR value: EUR 326,068.49

• Change in behaviour ?Uplift in‘inspiration’value from 34% to 56%

• Consumer awareness

The campaign has a recognition rate of 30%. A good result for a social-only campaign.