CASE STUDY: Toucan delivers UK first for Weight Watchers
Provided by Toucan
Weight Watchers reward consumers for making healthy purchases using digital receipt validation for the first time in the UK
What was the Challenge / Background of the Campaign?
Weight Watchers (UK) Limited, the world's leading provider of weight management services, has chosen Toucan to develop and deliver an industry-first cross-category promotion in the UK using till receipt validation.
What was the Campaign Objective?
Drive sales across the full Weight Watchers food retail range spanning 20+ categories from bread to ice cream.
Reinforce the brand's ethos as a healthy choice to help consumers eat well as part of a balanced diet and lifestyle.
Overcome the complexity of providing proof of purchase for 175+ products in multiple categories, each produced by different licensees.
What was the Solution?
Develop an industry first, cross-category campaign powered by mobile receipt validation technology to deliver this truly innovative promotion. Consumers enter by submitting a photo of their receipt featuring a Weight Watchers purchase via email, web upload or text to be in with a chance to win exciting fitness prizes. Selected products carry on-pack comms, whilst a social media and targeted print advertising campaign promote inclusion of all products across the entire range.
What were the Results?
More than half (54.6 percent) of all goods sold in supermarkets and major retailers in the UK in 2015 were based on promotions . UK shoppers have been trained to look for in-store deals, and brands have an opportunity to differentiate themselves by offering incentives that meet their needs.
What were the Key Learnings of this Campaign?
Toucan's cross-category campaign for Weight Watchers has been delivered in partnership with Snipp Interactive Inc. ("Snipp"), an international provider of marketing promotions, rebates and loyalty solutions. This is the first promotion to run across the entire Weight Watchers portfolio plus it uses digital receipt validation for the first time in the UK. "With so many products across so many categories, Toucan identified that Weight Watchers faced a real challenge in how to run a cross-category proof of purchase promotion," said Adam Doran, MD, Snipp Interactive UK.