# Celebrating loyalty with Sport Vision

[Canonical HTML source](https://seen.io/case/sport-vision-anniversary)

An anniversary thank-you to loyalty members across both retail brands.
## Results

- 21.6% click-through rate
- 3.8 average page views per visitor
- ~30% of recipients made a purchase
## Campaign context

Brand: Sport Vision

Industry: Retail

Customer journey: Loyalty
## Personalization data

- First name and vocative form for natural, personal greetings
- Favourite brand
- Years as a member
- Preferred concept (Sport Vision / Buzz)
- Favourite category (Sports / Lifestyle)
## About Sport Vision

Founded in Serbia in 1996, Sport Vision is a leading multi-brand sportswear retailer across Southeast Europe. Operating through its Sport Vision and Buzz concepts, the company blends performance and lifestyle with a deep focus on customer connection and loyalty innovation.
## Quote

> We kept the experience personal and relevant by using the technology we implemented. Approximately 30% of viewers made a purchase, delivering a strong and measurable impact.
>
> — Dragana Aleksić, Group Head of CRM Campaigns Customer Experience
## Turning loyalty into love

Sport Vision set out to strengthen loyalty across its two retail brands, Sport Vision and Buzz, while driving sales of Nike footwear.

The idea was simple: thank loyal members in a way that felt personal and genuine, not promotional.

## A personalised anniversary callback

To celebrate member anniversaries, Sport Vision launched a personalised video campaign sent through email and Viber.

The message recognised loyalty, reflected each customer’s taste, and ended with an exclusive offer, a small “Thank You!” that felt direct and sincere.

## Results

The campaign delivered exceptional engagement and sales impact, proving that personal and emotional storytelling drives measurable business outcomes. Customers didn’t just watch their videos, they interacted, shared, and bought.

- 21.6% click-through rate, more than double Sport Vision’s usual Marketing Automation results.
- 3.8 average page views per visitor, showing deep curiosity and retention
- ~30% of recipients made a purchase after viewing their personalised film
- Widespread organic sharing by celebrities and staff amplified reach and visibility

The performance surpassed every target, achieving strong conversion and community buzz even during a crowded sales period.