Miinto.dk, which is among the largest online fashion retail stores in Denmark achieved a revenue growth of more than 300% compared to last year, thanks to some successful TV campaigns in December. It’s the biggest annual growth so far for a Christmas campaign.
December is traditionally a good month for all retailers. However, in recent years, the fashion industry has been characterized by particularly tough competition in the domestic market – especially online. Despite this, miinto.dk has managed to keep the budgeted annual growth and, something quite special for the larger players in the category, a positive bottom line.
In close cooperation with the agency UncleGrey, it has, among other things, successfully launched a TV campaign, which has generated enormous growth in the Christmas month. The top line growth of the Christmas campaign is thus the largest in the company’s history. CEO and Co-Founder of Miinto, Konrad Kierklo, is happy but keeps a cautious view of the future:
“No doubt we are happy and proud of the progress we have made here – particularly because we have managed to keep our bottom line intact. Together with UncleGrey and TV2, we have focused on a good creative output that works on all platforms, as well as a sharp targeting of our messages to the right customers. But there is no doubt that the competition is getting harder and harder in our industry, so we are already ahead of time and fully focusing on improving even better”.
According to Kierklo, the positive development can also be attributed to the large campaigns that were launched in the fourth quarter. First, Nørreport station in Copenhagen was transformed into Denmark’s largest virtual clothing store for a period of 14 days and then, miinto.dk launched the aforementioned TV campaign on TV2. Launching all this close to the end of the year was a strategic decision:
‘A significant part of our revenue for the year comes historically in Q4, and from the beginning of the year, we decided that we would fish when most fish can be caught. It may sound banal, but it has worked. Due to the increased pressure and visibility throughout Q4, our December campaigns have also proved far more effective than expected. And then, the creative content and concept have performed very well. Our agency, UncleGrey, and of course, TV2, have been invaluable partners in the process, ”says Kierklo.
Close to 40 million people visited Miinto in 2014. Revenue is expected to exceed 300,000,000 DKK. 1500 physical fashion stores are affiliated partnering with the platform across Scandinavia and the Netherlands, and with more than 100,000 products online, Miinto is among the largest fashion websites in Europe.