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
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How Did Florette ‘PepperCress’ Salad
Drive Trial?
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Campaign Objective: Launch PepperCress Salad & Drive Product Trial
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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*
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Facebook: Competition& Coupon Offer Rewarded Existing Fans
Competition with coupon prize
(amongst others) helped Florette to socially engage
existing audience
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Brand Website: Free Bag of Salad Used To Incentivise Registration
Data Collection enabled
Florette to build
their ongoing dialogue with
customers
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Email: Existing Customers Leveraged For Cross-sell
Encouraged trial by
cross-selling to a pre-engaged /
qualified audience
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The Results: Maximised Opportunities For Trial; Encouraged Social Sharing; Enhanced Digital Campaign Performance
Enhanced Digital Campaign Performance
Maximised Opportunities For Trial
Encouraged Social Sharing
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Discover How To Activate Your NPL Campaigns
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