SKIP CAMPAIGN

Skip Keep It Rewarding Campaign

SEE ALL WORK
In 2016, Skip set out to establish a Customer Relationship Management programme that would grow an active base of users and build a rich understanding of consumers, so enabling better media personalisation, cost efficiencies and improved response rates.

The transaction-enabled CRM programme leveraged direct till point integrations and subsequent real-time transaction data to offer compelling lifestyle rewards to consumers across South Africa’s largest retailers upon every purchase of Skip. 

The campaign ran for 13 days (26 April – 8 May) with a clear call to action to buy Skip and receive a FREE Ster Kinekor movie voucher.

Front-of-pack stickers in six regions were used to amplify the campaign in-store. Conscious of the fact that most consumers would be engaging with the brand via in-store channels where connectivity and time are limited, a mobile-first plan was implemented to most effectively drive awareness and uptake.

Skip Keep It Rewarding Campaign


In 2016, Skip set out to establish a Customer Relationship Management programme that would grow an active base of users and build a rich understanding of consumers, so enabling better media personalisation, cost efficiencies and improved response rates.

The transaction-enabled CRM programme leveraged direct till point integrations and subsequent real-time transaction data to offer compelling lifestyle rewards to consumers across South Africa’s largest retailers upon every purchase of Skip. 

The campaign ran for 13 days (26 April – 8 May) with a clear call to action to buy Skip and receive a FREE Ster Kinekor movie voucher.

Front-of-pack stickers in six regions were used to amplify the campaign in-store. Conscious of the fact that most consumers would be engaging with the brand via in-store channels where connectivity and time are limited, a mobile-first plan was implemented to most effectively drive awareness and uptake.

Results

SEE ALL WORK
The campaign was the best performing Unilever mobile rewards campaign to date, achieving a 46% redemption rate and valuable database growth, with 2443 unique entries. Over a 13-day period, Skip 3kg redemptions delivered 5% of total national sales and Skip Liquid redemptions resulted in a 14% national revenue uplift.
46%
Redemption Rate
5%
Total National Sales
Skip 3kg Redemptions
2443
Unique Entries
13 days
Campaign Duration
Results

The campaign was the best performing Unilever mobile rewards campaign to date, achieving a 46% redemption rate and valuable database growth, with 2443 unique entries. Over a 13-day period, Skip 3kg redemptions delivered 5% of total national sales and Skip Liquid redemptions resulted in a 14% national revenue uplift.
46%
Redemption
Rate
5%
Total National Sales
(Skip 3kg)
2443
Unique
Entries
13 days
Campaign
Duration
Share by: