CASE STUDY: How NDL made Thirst Pockets fly off the shelves
Provided by NDL
Thirst Pockets used prize promotions to encourage people to try (and keep buying) their product
What was the Challenge / Background of the Campaign?
As a challenger brand in the kitchen tissues category, Thirst Pockets wanted to use prize promotions to encourage people to try (and keep buying) their product, and make sure they stood out on supermarket shelves nationwide. Working with the Intertissue marketing team, we devised a three-tier on-pack prize promotion to support their Life At Home campaign. Our Thirst for Cooking promotion offered customers the chance to collect and win a variety of foodie-themed prizes.
What was the Campaign Objective?
- Increase sales & encourage repeat purchase through prize promotions
- Drive loyalty in the kitchen tissue category
- Increase market share
What was the Solution?
To encourage repeat purchase, we created a scheme in which shoppers had to collect on-pack codes to redeem against a series of cooking books. Players were also automatically entered into a monthly prize draw to win one of four European gastronomy breaks, and a grand prize of a family food holiday in Thailand. To bring the campaign to life further, we managed Thirst Pockets' social media content and monthly newsletter.
What were the Results?
THIRST POCKETS WERE DELIGHTED WITH INCREASED ENGAGEMENT WITHIN THE KITCHEN TISSUES CATEGORY
What were the Key Learnings of this Campaign?
"We were really pleased with the level of engagement achieved with this promotion and the social media and email activity has maintained interest in the campaign among our new customer base."