Net-a-Porter is a luxury fashion and beauty retailer that offers a wide range of high-end products from various luxury brands. Offering a luxury advent calendar is consistent with their brand positioning and target audience. Luxury advent calendars have become increasingly popular in recent years, with many high-end brands creating their own versions. These calendars often feature a selection of luxury products, such as cosmetics, skincare, fragrance, and sometimes even fashion accessories, with one item revealed each day leading up to Christmas.
These calendars can be seen as a fun and indulgent way to countdown to Christmas and to treat oneself or loved ones with high-end products. As a luxury retailer, Net-a-Porter is catering to their customer's desire for premium products and experiences, including offering a luxury advent calendar as a seasonal offering.
Net-a-porter has released a new luxury advent calendar for 2021, and it is truly a sight to behold. The advent calendar is made from a 2 piece rigid board, with doors that are stuck onto the solid tray. The external dimensions of the calendar are 460mm wide x 44mm height x 160mm depth, making it a substantial size.
The calendar features a wide cross grain ribbon bow that runs through the front to the back slots, which are 40mm wide. The oval shape of the slots gives the calendar a unique and elegant look. When you open the doors, they hinge back nicely, revealing the treasures inside. This rigid board luxury advent calendar is the perfect way to count down the days until the holidays in style.
The 25 box drawers inside are intricately designed to ensure that the contents inside are safe and secure. The internal boxes come in different sizes and are made from 1.5mm rigid board, providing a sturdy foundation for the products to rest on. Each box is wrapped in a basic white paper and has a foiled number on it for easy identification. The grey board lining inside is white, adding a touch of elegance to the design. The shredded paper inside the box matches the color of the box, adding to the overall aesthetic appeal.
The compartments inside the box are separated using 3mm rigid board dividers, which have also been wrapped to match the outer box. The heavy weight-sturdy inner tray inside the outer case adds an extra layer of protection to the products. Overall, the design and construction of the boxes are of high quality and ensure that the products inside are well protected during transportation.
The addition of rigid board panels on the inside of the doors adds a touch of luxury to the overall design. These panels are made of a single piece of board with printed designs on top, and they are stuck securely onto the door surface. One door even includes a stick-on slot for an information booklet, which is a clever and convenient feature. The white raised foiling on the black print creates a 3D effect that enhances the visual appeal of the panels.
Moreover, the outside material has a matte black Wibalin style that is slightly textured, providing a durable and long-lasting finish that does not easily mark or scratch. The branding is prominently displayed on the top of the panels with a matte black finish and raised white foiling for the logo, further adding to the luxurious feel. Additionally, spot UV has been used to highlight specific areas of the design, creating a stylish and sophisticated look.
In the ever-evolving landscape of marketing strategies, custom advent calendars have emerged as a powerful tool to engage customers, build brand loyalty, and foster year-round excitement. Creating a successful branded custom advent calendar requires careful planning, thoughtful execution, and a deep understanding of your target audience. In this blog, we'll explore practical tips and best practices to help businesses craft an impactful custom advent calendar campaign that delivers the desired results.
1. Define Clear Objectives
Begin your custom advent calendar journey by setting clear and measurable objectives. Ask yourself: What do you want to achieve with this campaign? Whether it's increasing sales, driving website traffic, promoting new products, or building brand awareness, defining your goals will guide your strategy and help you measure the success of your campaign effectively.
2. Know Your Audience
Understanding your target audience is essential for creating a custom advent calendar that resonates with them. Conduct thorough market research to identify their preferences, interests, and pain points. This knowledge will enable you to tailor your calendar's content, gifts, and promotions to align with their expectations and build a stronger emotional connection.
3. Choose a Theme that Reflects Your Brand
A cohesive theme is the backbone of a successful custom advent calendar. Select a theme that not only aligns with your brand identity but also captivates your audience. Whether it's centered around your products, your company's values, or a particular lifestyle, ensure that the theme is compelling and consistent throughout the calendar.
4. Plan Engaging Content for Each Day
The heart of your custom advent calendar lies in the content behind each door. Curate engaging and valuable content that excites and delights your audience daily. Incorporate a mix of exclusive offers, sneak peeks, interactive experiences, behind-the-scenes insights, and user-generated content to keep participants eagerly awaiting each new surprise.
5. Embrace Personalisation
Personalisation is the key to creating a memorable custom advent calendar experience. Tailor gifts and promotions to individual preferences whenever possible. Use customer data to segment your audience and offer relevant content based on their past interactions with your brand. Personalisation enhances customer satisfaction and boosts the likelihood of repeat engagement.
6. Utilise Multiple Platforms
Maximise the reach of your custom advent calendar campaign by utilising multiple marketing platforms. Leverage your website, social media channels, email newsletters, and even physical stores to promote the calendar and encourage participation. A multichannel approach ensures that your message reaches a wider audience and drives more engagement.
7. Create a Buzz with Teasers
Generate anticipation and excitement around your custom advent calendar by teasing its launch. Offer sneak peeks of the content or reveal hints about the gifts and promotions to come. This teaser campaign can build momentum and encourage potential participants to stay tuned for the big reveal.
8. Monitor and Measure Results
Throughout the custom advent calendar campaign, closely monitor its performance and track key metrics related to your objectives. Analyse the data to gain insights into participant behavior, popular content, and overall engagement levels. Use this data to make real-time adjustments if necessary and to inform future marketing strategies.
9. Encourage Social Sharing
Capitalising on user-generated content and encouraging participants to share their experiences on social media can significantly amplify the impact of your custom advent calendar. Consider running contests or giveaways that reward participants for sharing their calendar journey, thereby increasing brand visibility and engagement.
10. Finish Strong and Express Gratitude
As the custom advent calendar comes to an end, finish the campaign with a memorable and impactful closing message. Express gratitude to participants for their engagement and support throughout the journey. Consider offering exclusive post-calendar promotions to maintain momentum and keep participants connected with your brand.
A well-executed branded custom advent calendar can be a game-changer for businesses, providing a unique opportunity to engage customers and achieve marketing objectives all year round. By following these practical tips and best practices, businesses can create a successful custom advent calendar that leaves a lasting impression on participants and strengthens the bond between the brand and its audience. Embrace the magic of personalised advent calendars and unlock the potential for a truly unforgettable marketing campaign.
