Campaign-Based Engagement Programmes
Campaign-based engagement programmes are ideal for organisations seeking proof-of-value before committing to a broader loyalty strategy. These initiatives are tightly scoped, time-bound, and aligned to specific strategic outcomes.
Wycane designs and delivers campaigns with defined behavioural goals, supported by clear participation and ROI measurement. Successful campaigns often act as pilots, informing broader programme design or transitioning into an ongoing Loyalty & Engagement-as-a-Service engagement.
Business Use Case
Campaign-Based Engagement Programme to Prove Loyalty ROI
Client Overview
A mid-sized organisation with a defined customer and supporter base was exploring a broader loyalty and engagement strategy but lacked confidence in where to invest. Leadership wanted to test whether targeted engagement activity could influence behaviour and deliver measurable value before committing to a full loyalty programme.
Challenge
The organisation faced uncertainty around engagement effectiveness and return on investment:
Previous engagement activity had been ad-hoc and campaign-led, with limited measurement.
Leadership lacked clarity on which behaviours to prioritise and which audiences to target.
There was concern about investing in a full loyalty programme without evidence of impact.
Existing data provided limited insight into participation, retention, or conversion outcomes.
The organisation needed a low-risk way to test engagement assumptions and demonstrate proof-of-value.
Our Approach
We would design and deliver a tightly scoped campaign-based engagement programme, led by Craig Grimshaw, focused on behavioural outcomes and measurement rather than scale.
The engagement would include:
Defining clear campaign objectives aligned to strategic priorities (e.g. participation, repeat engagement, or conversion).
Identifying and segmenting target audiences most likely to respond.
Designing a recognition-led engagement campaign with simple, clear calls to action.
Integrating campaign delivery with existing communication and data systems.
Establishing success metrics to track participation, repeat behaviour, and engagement uplift.
The campaign would be intentionally time-bound and designed to test assumptions quickly while minimising cost and operational complexity.
Expected Outcome
The campaign would generate clear evidence of engagement lift within the target audience. Participation exceeding expectations, and behavioural data providing new insight into what motivated engagement and repeat action.
Leadership would gain clarity on which engagement levers were effective and which audiences represented the greatest opportunity for longer-term loyalty investment.
Probable Impact
Demonstrated proof-of-value for targeted engagement before committing to a full programme.
Improved confidence at leadership level in investing in loyalty and engagement initiatives.
Clear data to inform future programme design and prioritisation.
Reduced risk by avoiding large upfront investment without evidence.
Following the success of the campaign, the organisation could progress into a broader loyalty strategy and programme design phase under Wycane’s Loyalty & Engagement-as-a-Service model.
