Tyson

Tyson Foods partnered with Shopkick to drive product awareness and consideration in the lead up to the Super Bowl

Campaign Goals

Tyson Foods was looking to reach shoppers in a Super Bowl shopping mindset and drive sales of Tyson Chicken Wings & Bites at Sam’s Club stores.  Pre-shop, they wanted to build awareness and consideration, and inspire consumers with game day food messaging.  In-store, they wanted to drive foot traffic and in-aisle engagement with Tyson Chicken Wings & Bites. They were looking to preserve their margin by incentivizing traffic, engagement and sales through rewards and not discounts.

Shopkick Solution

Shopkick first built pre-shop consideration with lookbook and video content to drive awareness of Tyson products. Shopkick then drove foot traffic, in-store product engagement and purchase conversion by motivating with kick rewards.    

Results

The 2 month campaign received over 4.5 million impressions and drove over 57K in-store product engagements at Sam’s Club.
  • 62% of traffic was from new or infrequent customers, and the campaign saw a 25% Scan conversion to Purchase Rate.
  • Total sales impact was over $193K with 14K+ units sold, and a campaign ROI of 4:1.

4:1

ROI

62%

of shoppers were either new or infrequent customers

85%

Video completion rate

Details

Goals

Build brand awareness

Drive trial and consideration

Boost sales

Retailer Distribution

Sam's Club National grocery chains

Products Used

Branded Lookbook, Branded Video, Promo Units, In-Store Scans, Purchase Validation, Big Scans, Consumer Research Study

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Dima Volovik

EVP of Product and Engineering

Dima Volovik is the EVP of Product and Engineering at Trax Retail — Shopkick.

Dima Volovik is the accomplished product and engineering leader who led teams to deliver innovative and commercially successful e-commerce products, marketplaces, and enterprise solutions for Amazon, Comcast, Fandango, and Universal Music. Before joining Trax, Dima was the Director at Amazon, where he led product development and Engineering for Amazon Appstore and Amazon Prime Video, CTO at Fandango, and Paciolan, head of technology at Golf Channel/Golf Now, and Global VP of Direct to Consumer Technology at Universal Music Group. Dima’s expertise includes developing consumer products, marketplaces, and enterprise solutions.

Dima grew up in Baku, Azerbaijan, where he received his MS in Electrical Engineering from Azerbaijan Oil Academy, and he currently resides in Los Angeles, California, with his family.