SukkahMart Digital Campaign Case Study
The SukkahMart Story ...
SukkahMart is a client that sells Sukkahs (Jewish temporary tent-like dwellings) and Sukkot items to the Jewish population both in South Africa and the UK over the Sukkot season, which falls most years between September and October. Their sales advertising and promotion is therefore limited and seasonal, and they typically only have about 3 short weeks to advertise to their customers 3 weeks before Sukkot and during the first few days of Sukkot, before the festival is over.
SukkahMart design, manufacture, stock and sell 5 categories of goods, namely: Sukkahs, Schach (bamboo roof covering), Rain Roofs, Arba Minim (4 species of plants we are commanded to own and use) as well as Sukkah decor and accessories.
This year they adapted a design of a concertina-like roof on wheels that Rabbi Levy saw at a convention overseas. He liked the way the canvass roof material could be easily opened and compacted for the purpose of guarding against a downpour. So he innovated a similar design to serve as a rain roof for a Sukkah, that as it starts to rain, one could pull the concertina structure with its canvas, over the height of the Sukkah, which would effectively keep the Sukkah and its contents dry whist the storm lasted.
What we did.
In September 2023, TMD was tasked with the following amazing campaign for one of its best clients, SukkahMart, following a mammoth briefing session, this is what my partner Saul, (an amazing digital marketer) and I produced for their overall campaign as well as for their new innovative Sukkah Roof which we named “RapidRoof” for them:
1. We brainstormed over 20 potential names. "RapidRoof" was the unanimous favourite.
2. We presented 6 logo concepts for RainRoof and this was the one chosen.
3. Trevor spent many hours in digitally drawing and illustrating RapidRoof in a vector design program and then finished them off in Photoshop.
4. I designed an assembly brochure together briefed and edited by, Gilly, using technical vector illustration for each section of the parts and the structure, with precise labelling and instructions, producing a comprehensive and well-illustrated guide. (See https://content.app-sources.com/s/9114473966982961/uploads/Case_Studies/SM_-_RapidRoof_Brochure_-_Sep_2023-8925331.pdf)
5. We then added the RainRoof product to their Shopify website, along with description, price and assembly brochure. https://sukkahmart.co.uk/collections/sukkahs/products/rapidroof-sukkah-roof
6. TMD chose Google and Meta as the preferred platforms to advertise SukkahMart and its new product on. 30 different Meta and Google Display Ads were designed, after we wrote copy to be used, and applied to each cmapaign.
7. Our first campaign was to advertise SukkahMart UK’s opening specials which we entitled: SUKKAH SUNDAY SPECIAL.
8. Then we designed and published a RapidRoof Ad campaign and lastly a general ad campaign for all their products for the duration of their sales season.
9. For each of the 3 campaigns we designed and sent out different emailers from Shopify to their customer database.
10. Lastly, we sent out an SMS Campaign to the database's cleaned up numbers list which was aimed primarily at the audiences who were possibly not so digitally based.
All in all, our campaigns were highly successful, especial on Google and email.
The results can be viewed via these links:
1. https://lookerstudio.google.com/reporting/da3d7b09-ca1e-45af-ab68-0506ee0db7d3
2. https://lookerstudio.google.com/reporting/95e15cec-6772-40de-989e-cee4e2ea7efd
3. https://lookerstudio.google.com/reporting/45013db3-e770-4510-acf0-963acd555415
The Brief.
TMD was tasked with the following items:
1. To think up a suitable name for their new rain roof
2. To design a logo for the product
3. To execute a number of illustrations to demonstrate how it worked and what it looked like, for the brochure and for promoting the product, seeing as it was still under construction in China, so professional photography was not an option.
4. To design an assembly brochure that purchasers of the product could download for the purpose of assembling the product out of the box.
5. To add the product to their Shopify website, along with description, price and assembly brochure.
6. To create a digital online ad campaign to help create awareness of their new product and to help get momentum for their new sukkah roof sales.
7. To create an ad campaign for SukkahMart's opening specials for across their stores in London, Edgeware and Manchester.
8. To create a general ad campaign for all their products for the duration of their sales season.
9. To design and populate an efficient emailer for each of the 3 campaign's promotions, in addition to the digital marketing on the social platforms.
10. SMS Campaign.
The Stats speak for themselves ...