Mr. Wonderful: positivity and interactivity to generate traffic and grow their database
A marketing strategy focused on personalisation and continuous engagement with their community
You’ve all probably already seen their cute and colourful products, ranging from mugs, to diaries, notebooks and candles, all featuring cool and positive messages. That’s Mr. Wonderful. A brand that, since 2011, has been creating and selling products with messages that spread happiness and joy across Europe. What began as an online shop created by a couple of graphic designers, is today a company conquering the physical world with more than 3,850 points of sales and, since 2019, with more than 50 flagship stores promoting the story and the values of the brand.
For Mr. Wonderful, social media (Instagram, Facebook, Twitter, Pinterest and TikTok) represents their main way of connecting with their community of two million people and sharing their friendly and positive way of life. To get closer to this community and build meaningful relationships, the brand decided to start integrating interactive content and games into their digital marketing plan. This strategic move has enabled the company to not only engage their followers but also to increase their website traffic and grow their database by collecting first-party data.
“We immediately see the impact on our traffic when we launch an action with Qualifio, reaching up to 50% increase. And we see the same trend with our newsletter. Our email click-through rate, including Qualifio campaigns, is around 20%, compared to the usual 4%.”
Oriol Ristol, Head of Digital Marketing @ Mr. Wonderful
We have brought together Oriol Ristol, Mr. Wonderful’s Head of Digital Marketing, and Antonio Molina Cubero, Qualifio’s CMO, to discuss the added value of interactivity and data collection when creating real bonds with one’s community (and especially in a cookieless world). Here’s the result, enjoy! ⬇️