When you’re in the business of hayfever relief, your biggest window of opportunity is also your customers' most frustrating season.
For Telfast (a Sanofi brand), the goal wasn't just to be a product on a chemist shelf; it was to build a lasting, personalised relationship with Australians who just want to enjoy the great outdoors without the sneeze-fest.
We teamed up with the Sanofi team to launch the "Great Glamping Giveaway", a cross-channel brand activation designed to turn casual browsers into a rich, segmented database. The results were so clinical they landed us a finalist spot for the 2024 APAC Dotties: Most Effective Cross-Channel Campaign.
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Challenge
Telfast needed to grow its email database rapidly, but "more names" wasn't enough. In a world of tightening privacy and crowded inboxes, we needed a way to capture high-quality zero-party data.
The hurdle was to create a seamless journey across search, social, and web that felt like a fun brand experience rather than a data-collection exercise, all while profiling users' specific allergy needs for future marketing.
Solution
A masterclass in automation
We used Dotdigital as the engine for this campaign, integrating it deeply into the Telfast digital ecosystem to ensure no lead was left behind.
Integrated entry hub
We embedded a custom Dotdigital survey directly into a WordPress landing page, creating a frictionless entry point for users coming from paid search (Google, YouTube) and social (Meta).
The "Smart" welcome
We built an automation program that did the heavy lifting. Upon entry, contacts received an instant confirmation. We then used decision nodes to identify new vs. existing subscribers; new fans received a tailored "Welcome" sequence, while veterans exited to avoid inbox fatigue.
Data-driven profiling
Instead of just asking for an email, the survey captured vital "lifestyle" data: allergy types, treatment frequency, and product usage.
Closing the loop
The journey didn't end with the prize. We managed the winner's announcement and used a Satismeter integration to embed an NPS survey 7 days later, ensuring we captured sentiment while the brand was top-of-mind.
Brand consistency
Using master templates and custom building blocks, we ensured the five-stage email journey felt like a natural extension of the Telfast website and social ads.
Results
The campaign didn't just meet expectations; it blew them out of the park. Within a tight four-week window, we saw:
form submissions
(that’s a lot of happy campers).
average unique open rate across the five-email sequence.
average click-to-open rate (CTOR) Proving the content hit the mark.
Now ready for hyper-personalised seasonal campaigns.
By combining a high-value incentive with a sophisticated Dotdigital automation back-end, we proved that data collection can be a win-win. Telfast gained a massive, profiled audience, and their customers enjoyed a seamless, engaging brand experience.
Being named a Dotties finalist was the icing on the cake, but the real prize is the long-term data asset we’ve built for the brand.
Consumers are busy people so we wanted to give them something simple and enjoyable. The Great Glamping Giveaway helped us reach people in a fun way and learn what matters to them so we can keep creating experiences they actually want.
Adele Barat, Digital Lead ANZ, Opella/Sanofi
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