Halo Top

Driving awareness, consideration and sales while scaling distribution nationally

Campaign Goals

Halo 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 Solution

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.

Results

Shopkick 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.

45%

Of video viewers purchased

59%

New buyers

3:1

Sales ROI

Details

Goals

Scale distribution nationally

Drive awareness and consideration

Drive foot traffic to the frozen aisle

Drive sales and conversion

Capture consumer insights

Retailer Distribution

Nationwide

Products Used

Kicks for Video Promo Unit In-Store Scans Purchase Validation Consumer Research Study

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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.