Purina

Driving trial, consideration and cross-selling across the brand portfolio

Campaign Goals

Purina 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 Solution

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.

Results

Shopkick’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%).

85%

Incremental Sales

47%

Future Purchase Intent

4:1

ROI

Details

Goals

Grow Awareness

Drive Trial and Consideration

Drive Incremental Sales

Retailer Distribution

Target

Products Used

Lookbook, Own the Trip, Scan, Receipts, Survey

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