Bomb Pop

Bomb Pop partnered with Shopkick to reach new audiences, boost awareness, and drive sales around the 4th of July

Campaign Goals

Popular frozen treat brand, Bomb Pop, was looking to reach shoppers in a 4th of July shopping mindset and boost sales of its festive products around the busy summer holiday. Bomb Pop wanted to engage shoppers at home by building brand awareness and inspiring users to add Bomb Pop products to their shopping lists. In store, the brand was looking to drive purchase conversion and incremental sales without the use of margin busting coupons.

Shopkick Solution

Executed by integrated marketing agency Blue Chip, Bomb Pop used Shopkick to drive awareness and sales among a large incremental audience and to engage users at every touchpoint of their shopping trip – at home, in-aisle, and through checkout. Shopkick first helped Bomb Pop reach users at home with branded in-app content to build intent to shop. Upon arrival to the store, shoppers were greeted and rewarded with a message from Bomb Pop, keeping the brand top of mind. Then, using kick rewards, Shopkick incentivized shoppers to seek out, scan, and purchase Bomb Pop products.

Results

The 2 month campaign received over 23 million impressions and was largely successful in driving incremental sales. According to a post-scan survey:
  • 44% of shoppers first became aware of Bomb Pop via Shopkick
  • 68% of purchasers were not planning to purchase Bomb Pop products before their visit to the store

92%

Lookbook completion rate

68%

Of purchasers weren't planning to purchase before visiting the store

44%

Of shoppers first became aware of Bomb Pop via Shopkick

Details

Goals

Build brand awareness

Drive trial and consideration

Boost incremental sales

Retailer Distribution

National

Products Used

Branded Lookbook, Promo Units, Big Scans, Dynamic Kicks, Purchase Validation, Cross-Promotion Purchase Validation, Own The Trip, Consumer Research study

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ABOUT THE AUTHOR

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Apu Battan

Head of User Growth

Apu Battan is the Head of User Growth at Shopkick.

Apu is first and foremost an analytics leader, with close to 15 years of experience in helping to make decisions through the objective lens of data. Apu has always been a strong advocate for Shopkick’s most valuable customer — the user. He is passionate about acquiring the right users for our business, delighting them with the best product experience, and growing them into loyal, high-value users in the long term. Prior to Shopkick, Apu served as an Analytics Leader at Intuit for close to six years, and at Netflix, Electronic Arts, and Microsoft before that. 

Apu holds a bachelor’s degree in mechanical engineering from Birla Institute of Technology and Science,  and a master’s degree in integrated manufacturing and systems engineering from North Carolina State University, Raleigh.