Case Study

Petcare division of a leading brand house drove ‘sampling at scale’ that converts trialists to loyal shoppers

The client came to Valassis with a challenge - how can we get pet owners to sample our products with their animals for the four feeds it takes to form loyalty in a cost effective way?
11,600
New customer sign-ups
72 %
Reduction in unique cost of fulfilment
Categories
Challenge
Data shows the brand shoppers become loyal after the pet uses this for a few feeds. The client challenged Valassis to influence shoppers to buy and try the product at scale, in a cost-effective way.
Strategy
We maximised the brand's extensive distribution with a first pack free promotion to get the product into the shopper's basket. Better still, we delivered the experience through the brand's website refreshing their shopper database in the wake of GDPR.
Solution
We created a simple shopper experience - buy the product as part of your usual shopping routine, upload a photo of your receipt to the client website on your phone and get your money back. In a few short steps they provide details about the animal and owner, Valassis validate the claim and manage all payment and processing. The client advertised the promotion on pack leading to peaks in engagement that beat campaign targets.
Result
The campaign beat client engagement targets and reduced the cost to serve vs previous moneyback promotions by 72% over the campaign. The client revitalised their marketing lists and gained unique insight on the selling price in different retail outlets.