A dairy producer wanted to build on their brand values and generate consumer loyalty to increase repeat purchases of their brand of milk. We developed a seasonal scan and win promotion based on our consumer engagement solution in which consumers could win cash prizes and other prizes related to the Christmas season. The dairy company reinforced its market leadership position in milk that far exceeded expectations during the run-up to Christmas 2020.
How do you create excitement and engagement about an established brand of milk? The company felt a need for innovation in their marketing and was looking for new ways to promote their product and generate consumer loyalty among families.
To participate, consumers were required to download an app, available via Google Play and Apple Store, and then register through Facebook, Google or by e-mail. The app is used to scan the unique code on Tetra Brik® Aseptic Square 1000 cartons whereupon a scratch and win digital coupon appears. If the consumer wins, he or she gets an e-mail with instructions on how to redeem the cash prize using an electronic wallet or how to collect other prizes such as Christmas hampers. At the same time, consumers are able to access relevant content about recipes and Christmas activities. The steps involved in the scan and win promotion were clearly communicated to consumers and one side of the milk carton featuring the QR code was dedicated to the campaign.
We supported the customer throughout the process including overseeing the printing of the unique QR codes onto packs in their factory, creating the right messages on the pack and developing the app. We provided tools for real-time scanning data so the customer could gain a better understanding of who is purchasing their products. The app also enabled the customer to send short messages to target consumers using push notifications A large amount (37%) of the marketing budget was allocated to prizes while the remainder was used for above-the-line and below-the-line advertising. The promotion was heavily advertised on TV, radio and in traditional print media as well as using social media such as Facebook and Instagram. Promotional material was also used at the point-of-sale.
The promotion coincided with a time when society was in the midst of the Covid-19 pandemic with restrictions on movement, curfews and social distancing. It turned out to be a good time for launching a digital promotion because consumers could easily engage with the campaign from their homes where they were spending more time than usual.
The promotion was a success that far exceeded expectations. Sales increased by 28% compared to the same Christmas period last year. For example, sales in December went up from around 900K litres of milk in 2019 to around 1,200K litres in 2020 – a jump of 300K litres.
26 Oct. 2020 -> 8 weeks
10K downloads, 30K scans
39.9K downloads, 169.2K scans, 13K prizes (redemption rate of 6.5% with 8.5K winners or 22% of registered users won)
28% sales volume increase