Case Study.
Retail & On-Pack Promotion
the challenge.
The condiments brand sought to boost engagement and sales in a competitive market where condiments are often perceived as low-involvement purchases. The key challenges were:
- Driving Consumer Interaction: Encouraging consumers to engage with the brand beyond purchasing by interacting with a unique code on each pack.
- Incentivizing Participation: Motivating consumers to visit a microsite and enter codes for a scratch-and-win promotion, given the low perceived value of condiments.
- Collecting First-Party Data: Capturing consumer data (e.g., name, contact details) to build a database for targeted marketing and retention campaigns.
- Ensuring Reward Redemption: Ensuring a high redemption rate for coupons to maximize customer satisfaction and reinforce brand loyalty.
- Standing Out in a Crowded Category: Differentiating the brand in a saturated market with minimal shelf visibility and consumer attention.
the Outcome.
The on-pack promotion, utilizing unique codes and a scratch-and-win microsite, successfully drove consumer engagement, data collection, and brand affinity. The campaign delivered strong results over its duration:
- High Participation: Over 2 lakh (200,000) code entries were recorded, indicating effective consumer response to the scratch-and-win mechanism.
- Strong Coupon Redemption: 1.2 lakh (120,000) coupons were redeemed, reflecting the appeal of the rewards and seamless redemption process, which enhanced customer satisfaction.
- Robust Data Collection: First-party data was captured from 1.6 lakh (160,000) consumers, providing a valuable dataset for future personalized marketing and retention strategies.
- Enhanced Brand Engagement: The scratch-and-win format created an interactive experience, transforming a low-involvement product into a gateway for consumer connection, increasing brand recall.
- Cost-Effective Activation: The campaign leveraged existing packaging as a media channel, achieving significant engagement without requiring heavy investment in additional advertising.
Results.
Code Entries
2L+
Coupons Redeemed
1.2L
Data Captured
1.6L
buyerr
Who We Are
Buyerr is a marketing agency allowing brands to directly engage with individual consumers at scale.
WHAT WE DO
We make direct-to-consumer engagement & promotions seamless, scalable and affordable.
WHY WORK WITH US
Measure, compare & accelerate customer acquisition, sales conversion and campaign ROI across all marketing & sales channels.
HOW WE DO IT
Buyerr is a marketing agency allowing brands to directly engage with individual consumers at scale.
