Driving awareness, consideration and sales while scaling distribution nationally
Campaign GoalsHalo Top was scaling distribution and looking to build awareness and drive trial of the full portfolio of Halo Top flavors sold at national retailers.
Shopkick first built awareness and consideration of the full portfolio of Halo Top flavors through engaging video content, where users earned a small reward for engaging with the video. Upon completion, shoppers could save the ice cream and be reminded to engage with Halo Top products at their next store visit.
Next, to drive traffic and in-aisle engagement with Halo Top at multiple retailers, Shopkick leveraged proximity messaging to drive to the frozen aisle and intercept with high impact messaging.To drive purchase conversion at shelf, Shopkick rewarded shoppers for scanning the product and for uploading a verified receipt. Finally, Shopkick served an in-store consumer research study to all shoppers who had engaged with Halo Top products, in order to collect valuable insights for the Halo Top team.
ResultsShopkick users were highly engaged with Halo Top content and products throughout their entire shopping journey. The video saw a 95% completion rate and drove activity further down the funnel such as in-store engagements and purchases. The campaign successfully reached a new audience, with 59% of shoppers first becoming aware of Halo Top ice cream through Shopkick, which was more effective than traditional media in driving awareness. The campaign had a 17% purchase conversion and of those that did not buy, 47% had future purchase intent.
Of video viewers purchased