Journey logic
Registration → starter gift → product experience → triggered communication → repeat purchase offer.
Selected project · loyalty programme
Royal Canin: a promotional website and visual concept for a loyalty programme
How to propose a more emotional visual direction inside strict brand rules for a mechanic that collected data and initiated a CRM journey.
Loyalty programmeDigital and CRMAward · 2014
Project scale
Key reference points
- original plan
- 3 months
- until stock was exhausted
- 2 months
- Silver Mercury
- 2014
- continued use
- ≈ 7 years
Context and challenge
The website was the first step towards repeat purchase
The business objective was to recruit new cat owners, introduce the product and continue the relationship after the first gift.
Registration required two substantial profiles, so the mechanic needed a clear value exchange.
The website initiated a sequence that continued after delivery through a triggered email and a discounted offer.
My role
Head of Digital at PosterOne
PosterOne led the overall programme. My responsibility was the digital workstream and promotional website.
- website task and engagement logic
- designer briefing
- two concept directions
- client presentation
- digital delivery support
Public scope
The Moscow promotion was planned for three months and ended after two months when the gift stock was exhausted.
The project later scaled nationally, and the visual concept continued to be used for around seven years.
In 2014, the project received a Silver Mercury award as the best loyalty programme.
Approach
A warmer scene within a tightly controlled brand system
The selected concept used the emotion of welcoming a kitten into the family while retaining required brand elements.
01
Registration
The user joined the Royal Canin club.
02
Two profiles
Owner and pet profiles created a demanding registration step.
03
Starter gift
Food, a bowl, a calendar and care materials rewarded participation.
04
Triggered CRM
A later email offered a repeat order with a 30% discount.
What the work included
- framing the website task
- briefing designers
- developing two visual directions
- presenting both concepts
- supporting the digital workstream
Working logic
The creative hypothesis reflected the audience’s emotional context. The work needed to:
- retain brand recognition
- offer a warmer domestic scene
- show care and a new family member
- explain where the alternative moved beyond normal conventions
The intention was not to break rules for effect, but to test a solution that better matched the audience’s emotional state.
Related expertise
Start with the context, not a preselected format
- loyalty programmes
- digital and CRM
- promotional websites
- brand-guideline work