Driving trial, consideration and cross-selling across the brand portfolio
Campaign GoalsPurina was looking to grow awareness and use in-store messaging to drive trial and consideration of different Purina brands at Target during the holiday season.
Shopkick first introduced and inspired at home by using aspirational in-app content to build product awareness and drive demand.
Next, to drive traffic and in-store engagement, Shopkick leveraged proximity messaging to motivate to store and intercept at the entrance so Purina would stay top of mind throughout the shopping trip.Finally, in order to isolate and convert at shelf, Shopkick used small incentives to break habitual shopping patterns and drive trial-in-aisle product engagement and incremental conversion.
ResultsShopkick’s solution led consumers to the pet food aisle, integrating both digital content and physical product engagement at shelf. Shopkick increased awareness among consumers previously unfamiliar with the product (36%) and drove incremental sales as the majority of purchasers reported that Shopkick motivated their decision (85%).
Future Purchase Intent