Recapturing share with a disruptive new product launch
Campaign GoalsA leading dairy company was launching a differentiating new product in the hyper-competitive yogurt category. They were looking to disrupt the market, regain share and capture consumer’s attention in the crowded yogurt aisle.
Shopkick first created custom lookbook content to educate users on the unique benefits of the new product, differentiating it from the other products currently available in the market.After consumers were made aware of the product and understood its unique benefits, Shopkick incentivized them to visit the product at Walmart by rewarding them for scanning the product, thus capturing their attention in a crowded dairy aisle. Users were further rewarded for purchasing the product and submitting their receipt.
ResultsShopkick’s solution educated users about the new product and then led them to the crowded dairy aisle, incentivizing them to scan and buy any of the 5 flavors. This gave the brand critical insights on consumer flavor preference. Driving consumers to the product in-store resulted in incremental, unplanned sales and new customer acquisition.
Purchase conversion rate
Awareness lift through Shopkick