Bucking the category trend through targeted marketing
Touchpoints
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Volume Sales Increase
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POS
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ROI
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The Brief
Hi-Spirits required a programme that would achieve stand-out in a very competitive space during Covid-19 when category sales were anticipated to suffer, both at shelf and online to raise awareness to stimulate purchase from lapsed shoppers, leveraging a neck-collar bottle promotion to ‘Win a trip to New Orleans’.
The Solution
The budget allocation we recommended distributed their investment across three key and strategic National Retailers; chosen specifially because they were trusted local community stores (The Co-op) and/or offered Click & Collect services (Asda, Morrisons) . All 3 were crucial for this campaign’s success, as delivery slots were extremely rare during lockdown and people were also having to explore their local shopping options during the unprecendented situation that everyone found themselves in.
The Result
Serving a variety of branded messaging onto the Top 20 Search Terms & Category Listing pages ensured Southern Comfort was prominent throughout the online shopper journey.
We also ensured the Aisle Fins were walked-in to all participating stores, achieving 99% compliance during a most challenging time on the high street. This achieved an uplift of 43% value sales, despite an overall 1% decrease in the category on average overall proving our hypothesis that focusing on local awareness / pick-up opportunities would buck the anticipated Category trend.
We also ensured the Aisle Fins were walked-in to all participating stores, achieving 99% compliance during a most challenging time on the high street. This achieved an uplift of 43% value sales, despite an overall 1% decrease in the category on average overall proving our hypothesis that focusing on local awareness / pick-up opportunities would buck the anticipated Category trend.
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