activating new product launch campaigns - florette
DESCRIPTION
Florette launched their new ‘PepperCress’ salad, and wanted to encourage consumers to try the product. How did they distribute product samples via their digital and social channels?TRANSCRIPT
How Did Florette ‘PepperCress’ Salad
Drive Trial?
Campaign Objective: Launch PepperCress Salad & Drive Product Trial
Ad Media: Free Product Coupon Boosted Media Performance
Source: Evolution Insights research for Coupons.com, Feb 2013
56% of primary
shoppers say online ads
with coupons grab their attention
more than those without*
Facebook: Competition& Coupon Offer Rewarded Existing Fans
Competition with coupon prize
(amongst others) helped Florette to socially engage
existing audience
Brand Website: Free Bag of Salad Used To Incentivise Registration
Data Collection enabled
Florette to build
their ongoing dialogue with
customers
Email: Existing Customers Leveraged For Cross-sell
Encouraged trial by
cross-selling to a pre-engaged /
qualified audience
The Results: Maximised Opportunities For Trial; Encouraged Social Sharing; Enhanced Digital Campaign Performance
Enhanced Digital Campaign Performance
Maximised Opportunities For Trial
Encouraged Social Sharing
Discover How To Activate Your NPL Campaigns
To learn more about Brand Activation, & view other examples from Gu,
Bakers, Ribena, Tesco & Flora, take a look through the slide decks on our
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