Skip
Skip
Type: Rewards
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
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 RTATE
2,443
UNIQUE ENTRIES
13 days
CAMPAIGN DURATION
5%
TOTAL NATIONAL SALES
(SKIP 3KG)
