Problem
BITS launches had more demand than boxes: 14,000+ visitors chasing about 2,000 boxes. Most people left empty-handed, and the traffic the launch worked so hard to earn went nowhere.
That hurt twice. Visitors felt they'd lost, and the partner brands funding the boxes only reached people on a busy launch page where their ads competed for attention.
Solution
We designed a digital box: a page for people who missed out, listing the partner discounts, codes and competitions that would have been in the physical box.
The goal was a launch where everyone wins:
Visitors still walk away with something of value.
Partner brands get a second, more focused placement in front of a warm audience.
BITS gets click data to show partners, which helps sign the next round of sponsors.
We tracked every partner click so we could compare the digital box directly against the launch page.
Outcomes
The digital box reached 1,970 people, about 14% of launch traffic, yet drove 673 partner clicks. The full launch page, with 14,007 visitors, drove 431.
The uplift held across very different products, so it came from the placement, not the brand. Visitors to the digital box had already missed out and came looking for value, so they were primed to click.
This increased value helps sell advertisement spots to keep period care free for Australian women.
