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Yes! We can go again... Yellowgrape has been nominated for the Battle of the Agencies for the third time. The arena where we not only talk about strategy, but also prove it hard in practice. This year, the case is more challenging and colorful than ever: we're stuck in Pink Gellac's email strategy.
The challenge? Create a campaign that is as indestructible as their iconic paint. While the competition is still busy polishing their open rates, we focus on what really matters: a customer journey that converts and stays put like a perfect topcoat. After all, in an overcrowded inbox, we won't settle for a matte performance; we aim for full shine and maximum results.
The Battle of the Agencies is the annual showdown organized by the DDMA, the industry association for data-driven marketing. Their mission: to show how impactful marketing is when you seamlessly combine data, creativity, and technology. During this battle, the best agencies in the Netherlands compete against each other, armed with an innovative email strategy for a central customer case.
The stakes? A razor-sharp campaign, assessed on strategy, creativity, execution and, above all, impact. No vague promises, but tangible ideas that convert.
This edition focuses on Pink Gellac. A brand that has won the hearts of beauty lovers with their DIY gel nail polish. That makes the challenge even more interesting: how do you make email marketing work for a community that is used to perfection? How do you ensure that a weekly ritual — painting your nails — is translated into a personalized email experience that touches? Exactly the kind of issue that we are dealing with at Yellowgrape.
We are extremely proud of this recognition. Not because it's just a nice compliment to our team, but because it confirms what we stand up for every day at Yellowgrape: achieving rock-solid conversion without losing sight of the brand experience. It's not our first time on this battlefield — we were already in the final last year — but this nomination for Pink Gellac feels just as sparkling.
The real work starts now. We are going to build a campaign that seamlessly merges strategy, behavioral psychology and performance into a winning case. On June 11, at the EMAS, we will present our result live on stage.
That's where we compete against Funnelboost and Merkle. We're ready to show off and show why Yellowgrape and Pink Gellac are the perfect match. Until then: polish, polish and provide that irresistible high-gloss finish!
