Context
The brand Coca-Cola wanted to use MMD for their 360° support on the Marvel-activation. Besides door-to-door and instore, they reached out for us to create a powerful online media plan.
Objectives: they were in need for an uplift of the brand Coca-Cola and they were opting for more trial and penetration (within their product segment).
Solution
We proposed them to play on 3 solid MMD tools (period of 5 consecutive weeks) :
- First, we sent out a dedicated e-mail towards 85.000 contacts of Delhaize
- Simultaneously, we rolled out a commercial display campaign where products linked to Marvel activation, were highlighted on different relevant webshop areas of Delhaize.
- Finally we convinced the shoppers even more by not charging delivery fee when adding products linked to Marvel-activation to their basket
Results
Sales results: during activation period, brand realized 25 % more revenue on promoted products and 16 % more revenue on their overall assortment !
Targets
Delhaize shoppers
Objectives
Conversion
Penetration
Brand awareness
Call To Action
Trial
Engagement / Consideration
