Campaigns
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Objective
To use door drop in support of in-store sampling and TV advertising for a food manufacturer, primarily to build on the previous years’ significant growth in market share and establish the product as the brand leader.
Method
The clients’ product was carefully profiled using Experian’s Mosaic. Distribution areas were established in the vicinity of the main retail stockists and highly targeted leaflet distribution campaigns were timed to start at the conclusion of the six-week TV campaign.
Result
The TV campaign saw a steady uplift in sales during weeks one and two, followed by a major sales spike towards the end of week three. With the TV campaign running out of steam and sales falling to pre-campaign levels, the leaflet promotion started and a further, immediate sales spike was experienced and sales sustained until the completion of the research period (see graph).
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