# Engaging Circle K's loyalty club members

[Canonical HTML source](https://seen.io/case/engaging-loyalty-members-circlek)

A cinematic thank-you to top members, narrated by a radio personality.
## Results

- Over 42% click-through rate among top customers
- 7% to 12% shift in customers reusing last year's cup
## Campaign context

Brand: Circle K

Industry: Retail

Customer journey: Loyalty
## About Circle K

Circle K operates 456 energy stations in Norway, 259 of them manned stations offering fuel, car wash, coffee and food. EXTRA is its loyalty programme.
## Quote

> Personalized video is such an engaging and charming way to say thank you to our best customers. It turned out to be a quite reasonable market investment as we were able to reuse the video materials in several marketing channels.
>
> — Inger Cecilie Ballestad, CRM and Loyalty Manager, Circle K
## More than a free coffee cup

In late 2023, Circle K launched a personalisation initiative as part of its annual "Koppen" campaign, aimed at rewarding its most loyal customers.

Traditionally the campaign offers a free coffee cup to customers who meet a specific fuel purchase threshold. This time, customers would receive not only the cup, but a custom video made just for them.

Circle K worked with Seen to create a personalised video for top customers, narrated by a well-known radio personality. A variant was also crafted for those not qualifying for the free cup, encouraging them to purchase it instead.

## The film

The campaign's centrepiece was a cinematic personalised video matching the production value of a brand TVC. It featured a greeting from a celebrity radio voice, who dedicated a song to each individual recipient. To deepen the personal touch, the film also included the recipient's name on various items and their favourite Circle K station.

By personalising both the audio and the visuals, Circle K created a more intimate and engaging customer experience.

## Results

The initiative was met with enthusiasm from customers and from the European franchise at large. The personalised videos achieved a click-through rate of over 42% among Circle K's top customers. The sales-driven variant saw a click-through rate of 13%.

The campaign also contributed to a shift towards sustainability, with the share of customers reusing their coffee cup from the previous year rising from 7% to 12%.

Circle K reused the campaign content across radio and social media, amplifying its reach and impact.