FLORA CAMPAIGN
Campaign Overview
Thumbtribe was challenged to get 10 000 consumers to purchase Flora Gold in it’s launch month, to meet Flora’s objective of driving market penetration and trial of their new product.
New consumers were engaged via print, Facebook and paid emailers and existing consumers were re-engaged via SMS and email newsletters with a call to action to get a coupon for Flora Gold by visiting the NEW Flora website.
Personalised messaging was sent to consumers who had redeemed and to those that requested coupons but didn’t yet redeem. This relatively inexpensive messaging tripled the redemption rate on the day and the day after the email was received.
Flora Campaign Overview
Thumbtribe was challenged to get 10 000 consumers to purchase Flora Gold in it’s launch month,
to meet Flora’s objective of driving market penetration and trial of their new product.
New consumers were engaged via print, Facebook and paid emailers and existing consumers were re-engaged
via SMS and email newsletters with a call to action to get a coupon for Flora Gold by visiting the NEW Flora website.
Personalised messaging was sent to consumers who had redeemed and to those that requested coupons but didn’t yet redeem.
This relatively inexpensive messaging tripled the redemption rate on the day and the day after the email was received.
Results
The annual digital sampling target was exceeded in just 3 weeks and as a result of the campaign, the eCRM database tripled.
Results
The annual digital sampling target was exceeded in just 3 weeks and as a result of the campaign,
the eCRM database tripled.
14%
National Sales Volume Contribution
21%
Redemption Rate
14%
National Sales
Volume Contribution
21%
Redemption
Rate
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