--- title: "Whiteaway: Acquiring Leads for Household Appliances" description: "How Whiteaway used a wheel of fortune advent calendar to win newsletter leads, with 82% still subscribed after 6 months and a 20% higher order value." url: https://scratcher.io/customers/whiteaway-acquired-leads-in-the-difficult-market-of-household-appliances language: en --- # Whiteaway Acquired Leads in the Difficult Market of Household Appliances Whiteaway's wheel of fortune advent calendar won new subscribers, of whom 82% were still subscribed six months later. Whiteaway Brand Engagement April 24, 2024 ![Whiteaway advent calendar with four golden doors and kitchen appliances in the snow](https://scratcher.io/img/containers/assets/cases/whiteaway-acquired-leads-in-the-difficult-market-of-household-appliances.webp/5909b272fa527f9c589f570945507445/whiteaway-acquired-leads-in-the-difficult-market-of-household-appliances.webp) At 6 months post-campaign, 82% are still subscribed to Whiteaway’s newsletter. ## About Whiteaway Whiteaway.com is a young and ambitious e-commerce company. At the same time, it is Denmark’s largest online retailer of white goods, and their goal is to make it easy and simple to buy cheap white goods online. ## Whiteaway's campaign goals With this gamification campaign, Whiteaway wanted to focus on building a strong relationship with its customers and give their audience a greater incentive to keep the white goods retailer in mind for future purchases. Their main goal was gathering the most relevant leads for as little as possible. In the long run, the retailer also wanted to generate more sales. To do this, they needed a system that could make it more fun and inspiring for visitors to sign up for Whiteaway’s newsletter and get to know the brand more. > “Scratcher works super well for us. It allows us to vary our activities in obtaining new permissions for our newsletter and gaining engagement with our customers. Besides that, it is very user-friendly and we can get all the support we need. I will at all times recommend Scratcher to other companies that want to focus on lead generation.” — Tine Bagger, Marketing Manager at Whiteaway ## Results - **11%** click-through rate - **82%** active subscribers after 6 months, and 2.35% of the new permissions have made a purchase - **20%** higher average order value after 6 months among participants, compared with those who signed up for the newsletter in another way ## KPIs and results for the campaign For their holiday campaign, Whiteaway chose to create an [Advent calendar](https://scratcher.io/platform/formats) featuring the [Wheel of Fortune](https://scratcher.io/platform/formats) game format. Each Sunday throughout December, one door on the campaign page opened to reveal the game. The competition lasted for one month, with 4 prizes in total, 1 prize per week. The value of each prize varied from €120 to €500. Visitors entered their information, spun the wheel, and found out if they had won. Whiteaway’s KPIs for this campaign included: - The number of leads - The customer value within 6 months 82% still subscribed after 6 months CompanyWhiteaway GoalBrand Engagement, Lead Generation Industries[Webshops](https://scratcher.io/industries/ecommerce), [Retail](https://scratcher.io/industries/retail) Make your first campaign today Make your own campaign in minutes. Free for 14 days, no credit card required. [Start free trial](https://platform.scratcher.io/en/register) ## What our customers say In my experience, generally over 50% of those who engage in a Scratcher game, whether they're existing customers or new leads, tend to convert within a reasonable period. Joakim Sigvardt Group Omnichannel Director, POWER Gamification in marketing has shown us that campaigns can be much more holistic than we're used to. They can raise awareness, significantly improve our metrics, and draw new users to the platform. Niels Klevin Marketing Manager, Wolt As far as CPM goes, it was one of the lowest we've ever experienced. It was the first time we had something so aggressively tactical without just focusing on the product price. 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Try it free for 14 days — no credit card required. [Start free trial](https://platform.scratcher.io/en/register) [Book a meeting](https://scratcher.io/book-a-meeting)