Knorr Intense Flavours - Product Launch campaign
Direct Marketing and Automations
Unilever Food Solutions
The Brief
To launch and promote UFS’s new range of Knorr Intense Flavours (KIF) on their brand site (UFS.com) and e-ordering platform (Food Collective) through a direct marketing & automations campaign.
THE OBJECTIVES
- To drive awareness of the new KIF range of products and increase visibility of the Knorr brand.
- To drive engagement among existing customers & generate new leads.
- To push for KIF product sales on their e-ordering platform (Food Collective).
WHAT WE DID
We built and executed a data-driven, automated direct marketing campaign strategy to drive awareness and conversion on the two platforms – the UFS brand site (UFS.com) & their e-ordering platform (Food Collective).
We approached developing the messaging and strategy keeping in mind the objectives of each platform for the campaign i.e. The brand site (UFS.com) was driven with the objective of raising awareness and was lead gen focussed while, the e-ordering platform (Food Collective) had a more sales & conversion focus. Our strategy included;
- Driving awareness and engagement on the brand site (UFS.com) through content creation and encouraged new product trials by providing free samples.
- Driving sales conversions on the e-ordering platform (Food Collective) through multiplier-point promotions on every KIF product purchase.
DRIVING AWARENESS & ENGAGEMENT ON UFS.COM
- Countdown to the launch date clock to create a buzz.
- Website content creation of the new KIF product range and increase visibility.
- Free samples sent to encourage product trials among key customers.
DRIVING SALES & CONVERSIONS ON THE E-ORDERING PLATFORM - FOOD COLLECTIVE
- Multiplier points offer activation on purchase of KIF product on site.
- Offer promotions communications placed at key touchpoints on site.
- Offer segmentation was devised for customers based on their product purchase history – New and Inactive buyers (not purchased in the last 3 months), Active buyers (purchased within the last 3 months).
- An additional bonus points incentive on first purchase of the entire KIF range.
Pop-up promo banner
Home page
Product page
Shopping page
EMAIL MARKETING AUTOMATIONS
Set up segmented Emailer automations on MailChimp to promote the campaign and drive traffic into the brand site (UFS.com) and e-ordering site.
AUTOMATIONS FOR UFS.COM
- Teaser eDM to create a buzz around the launch with some content to excite customers.
- Launch Emailer to promote the new range, its key USPs and some recipe inspiration to entice interest.
- A follow-up of the launch Emailer of the launch was sent to non-openers after 2 weeks.
AUTOMATIONS FOR FOOD COLLECTIVE
Built an automated, data-driven Email campaign journey by setting up automations/triggers, based on customer actions for targeted messaging and drive maximum sales.
- Launch Emailer
- Opened/non-opened Follow-up Emailers.
- Abandoned cart Emailer
- Thank you for purchase Emailers.
- Repeat purchase push Emailer (remarketing).
Digital Marketing Platforms
OTHER WORK
