Kraft partnered with Shopkick to drive sales during the holiday season
Campaign GoalsKraft® was looking to boost sales of its baking products at Walmart locations during the busy holiday shopping season. Pre-shop, the brand wanted to build awareness and consideration amongst an incremental audience, and encourage shoppers to add Kraft® baking products to their shopping carts leading up to the winter holidays. In-store, Kraft® wanted to reach consumers as they were in a holiday baking mindset, guide them to the products at shelf, and incentivize interaction. In the busiest shopping season of the year, Kraft® was looking to drive sales and preserve its margins without the use of coupons or discounts.
Shopkick SolutionShopkick first built pre-shop consideration with holiday inspired content and in-app recipes to boost product awareness and engage consumers at home. In-store, Shopkick created a fun and memorable experience by sending shoppers on a scavenger hunt to seek out the featured products in-aisle. At shelf, Shopkick drove consideration as shoppers physically engaged with the products by scanning their barcodes for rewards points. Finally, by offering elevated kicks for purchasing all three featured Kraft® baking products, Shopkick increased purchase likelihood and boosted sales.
ResultsThe campaign drove over 9M in-store product engagements at Walmart locations across the nation, and over 18M total campaign impressions. With an average 27% of scanners converting to purchase, the campaign drove an impressive ROI of 7.6:1. Additionally, the campaign was successful in driving incremental purchases. In fact, on average, 55% of purchasers were not planning to buy the featured Kraft® baking products before their visit to the store.
of purchases were unplanned