Case Study 6
A national consumer packaged goods company initiates trial of new product, nearly doubling incidence of pre-promotion purchase levels.
Challenge:
A national consumer package goods company wanted to drive awareness and trial of a new product for one of its brands in addition to driving traffic to a product-specific website.
Solution:
The solution targeted over 2 million American workers through strategic market saturation based on customized demographic targeting that matched the product's consumer group. Each employee received a sample of the new product along with a product-branded invitation to visit a special website.
Results:
In the 30 days prior to the client's WorkPlace Media program, only 35% had purchased the product. After receiving the product sample at work, over 60% intended to purchase the product within the next two weeks, nearly double the incidence of pre-promotion purchase levels. In addition, the client reported that website traffic during the program had grown by over 28%.
