Responsive Debenhams Campaign Sees 2,370 Per Cent Traffic Growth

Debenhams third annual Beauty Club Awards used a responsive design site in a bid to ‘go beyond Facebook’ and saw traffic grow by 2,370 per cent on last year.

A record 60,000 visitors to the awards site spent an average of almost six minutes engaging with the competition. The campaign, created by STEEL, saw 41 per cent of 550,000 votes cast in the beauty competition made on mobile, with overall votes increasing by 35 per cent. The rise in traffic resulted in 5,000 new signups for the Debenhams Beauty Club Card.

“The Beauty Club Awards have always been popular, but with this year’s completely standalone microsite, STEEL really raised the bar – achieving a 35 per cent increase in voters,” said Lauren Crowhurst, Debenhams Beauty marketing manager. “We’ve been absolutely blown away by the response, and the volume of mobile traffic has been a real eye-opener.”