Case Study 3
A major consumer packaged goods company drives trial of new product.
Challenge:
A leading consumer package goods marketer was looking for creative ways to introduce a new deli product line. Demographic analysis determined that white collar workers made up a significant part of the target audience. Therefore, the challenge was to entice workers to change their lunch behavior away from current home-brought food or away from local restaurants.
Solution:
WorkPlace Media designed a solution that placed product messages directly into the hands of white collar American workers in several markets, with the assistance of their employers. The solution also included brand and product line creative that built awareness and drove trial. In addition to compelling creative, the coupon offered a dollar off discount for use on any product within the new line. The solution also included a real-time insight gathering feature that provided information to the marketer regarding brand perception and purchase intent.
Results:
70% of the targeted at-work consumers were not aware of the new product line, and 78% said they would "definitely" or "probably" purchase the product within 30 days. The client reported that the program redemption was over 15%!
