When emails don't talk to anyone anymore
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At TrenDevice, they knew this feeling well.
They have been selling refurbished for years, with an obsessive attention to quality.
But, in recent months, a significant part of their audience had started to shut down:

• Open emails less
• It flowed through them without actually reading them
• It almost didn't click anymore
  
  

And right there, at the time of year when everyone screams “DISCOUNT! OFFER! LAST CALL!” , TrenDevice and PoDuck decided to do the opposite: Lower your voice and raise the level of play.

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The Campaign: 'Golden Audio'
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Together with the TrenDevice team, we worked on a simple but powerful concept:
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Transform the discount into a Game to find, not in a code to be received passively.

After identifying the products with the right margins for a special promo, the campaign was born “Golden Audio”: within the TrenDevice site, we have Hidden an audio thanks to PoDuck. The audio contained Two coupons: a “Golden Coupon” high value, reserved for the very first users able to find it; a Consolation coupon, less aggressive but still interesting, for those who had not been able to redeem the first one in time.

However, there was a small strategic 'trap':
to try the first coupon, the user had to Please add the products you wanted to the cart.

If the Golden Coupon was already sold out... the shopping cart was ready anyway. It was enough to use the second code.
No frustration. Just the feeling: “Ok, I didn't win the maximum, but I'm taking something home.”

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Activation with PoDuck
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With PoDuck we were able to:

• Insert hidden audio on a specific product page
• Connect to the audio the Logic of the two coupons
• Check in real time the usage limit Of the main coupon
  
  

To make the game more challenging, the audio has been placed on a product sheet Normally little visited:

• Refurbished iPhone 8
  recognizable enough to be identified through the riddle
  “unusual” enough not to end up there for all to see while browsing the site normally
  
  

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Email Marketing: The Enigma
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To bring traffic to the game, we sent a “catchy” email to the user base, with: Intriguing object, oriented to mystery rather than direct discount;
Un riddle which guided the user to locate the product with the secret audio;
No 'easy' link to the coupon: you needed to participate enter the site, search, explore;

The goal was to break the “open/scroll/close” pattern by transforming the email into a Invitation to the treasure hunt.

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Results
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When the campaign went live, user behavior told everything, better than any slide.

As soon as the riddle arrived in the inboxes, users started searching, someone made the wrong product, someone clicked around the catalog, but many, at some point,

They found the audio. They listened.
They heard the first 'gold' coupon.

And that's where the first small miracle of Golden Audio happened: Main codes sold out in about 5 minutes.

Five minutes in which:

• There was competition, but without nervousness
• there was FOMO, but without spam
• there was a desire to 'win', rather than to 'save'
  
  

Once the Golden Coupon is over, however, the game is not dead.
In fact, he started his Second life.

Nelle Five hours later, while the first prize was no longer available, they arrived about 60 orders With the Consolation coupon.

People who:

• However, they had struggled to find
• they had listened to the audio to the end
  they had already filled the cart
  
  

At that point, using the second coupon was almost a natural gesture:

“I didn't get the gold, but I'm not going empty-handed.”

The two-stage structure (first coupon test → second coupon use) has meant that many users have already A full cart When did they find out they couldn't use their first coupon
The switch to the consolation coupon were almost natural, reducing friction upon conversion. To then maximize the effect of the campaign, we have added two final moves:

Thank you email sent to those who had participated or used the coupons with the aim of consolidating the relationship and making the game perceived as a Gesture of care and not a pure discount lever.

Re-engagement emails on unconverted carts sent to those who had added products to the cart but had not completed the purchase. Here the focus was to remember the products already chosen and stimulate the completion of the order, even beyond the logic of the coupon.

The overall result: a maneuver designed and set up in a few hours that made the difference between A 'good' Black Friday and A really great Black Friday.

PoDuck's role
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Without PoDuck, the campaign would have been reduced to: “Another email discount code.”
With PoDuck we were able to:

• transform a undervisited product page In a digital 'treasure hunt'
• linking audio, coupon and behavior on the site in a single experience
• Make the involvement the real heart of the promotion, not just the discount percentage

PoDuck was the layer that allowed us to:

• Shift attention away from “how much do you discount?” at “how do you make the promo live?”
• restore value to an email base addicted to standard promotional messages

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PoDuck was the silent director.

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