CASE STUDY: helloU & Reese's Confectionery, Chocolate & Gum
Provided by helloU
American brand Reese's increased their UK fresher customer base by 265% & become Number 1 chocolate brand in Sainsbury's
What was the Challenge / Background of the Campaign?
Despite being a household name in the US and the third largest chocolate brand in the world, awareness, sales and penetration in the UK market were low. Perceptions of taste was identified as a major obstacle.
What was the Campaign Objective?
To drive trial and awareness of Reese's in the UK amongst their key target audience of young people as early adopters.
What was the Solution?
We sampled 200,000 Reese's Peanut Butter Cups and Nutrageous bars as the exclusive chocolate brand in student bedroom welcome parcels. The sampling was further supported with Facebook competitions and promotional e-mails for online reinforcement.
What were the Results?
In September-October 2012, Reese's was the number 1 selling chocolate brand in Sainsbury's. A follow up survey found that pre-campaign only 20% of the audience had tried Reese's, however having sampled the product 53% said they had bought or will buy the chocolate again, increasing their fresher customer base by 265% across their target universities Generated a huge social media response with students sharing their sample on Facebook, Twitter, Instagram etc.
What were the Key Learnings of this Campaign?
Sampling with helloU allows you to start a social media frenzy. Sampling is a well-established route to market and a key channel for overcoming reservations consumers may have about buying the product for the first time. This campaign demonstrated the benefit of sampling to the target audience at the right time and within the exclusivity of their bedrooms. Further social media promotion and e-mail campaigns can amplify the campaign to beyond trial.