CASE STUDY: Kellogg's launch Golden Crunch with sampling
Provided by Whistl (Doordrop Media) Ltd
Kellogg's deployed in-home sampling for a new product launch to drive acquisition and brand awareness
What was the Challenge / Background of the Campaign?
Kellogg's were eager to ensure their new product reached Kellogg's brand enthusiasts, which required our specialist planning team to blend customer data with our industry-leading tools to identify relevant target households.
What was the Solution?
The campaign used dunnhumby data to identify households within Tesco catchment areas, with an interest in digestive health cereals. Kellogg's used our unique 'opt-in' in-home sampling format ensuring less wastage with distribution of a sample product to households that had opted in.
Day 1:Branded Kellogg's bags were distributed with the 'opt-in' solution. Consumers were invited to leave the bag outside their homes the following day to participate in the campaign.
Day 2:All households were checked - a full-size cereal box was placed where consumers had opted in.
What were the Results?
This campaign truly resonated with the Kellogg's brand enthusiasts with a remarkable 46.8% of targeted households choosing to opt-in to participate in the campaign. This highlights how our intelligent approach to audience profiling enables brands to reach relevant consumers.