Abe’s Muffins found value in Social Nature’s 360-degree, omnichannel approach. Unlike in-store demos, where it’s difficult to compile feedback, Social Nature’s platform allowed the ability to cross-analyze the campaign results, including purchasing decisions between SKUs and retailers.

Supporting sell-through at new key accounts is crucial for a brand’s retail growth strategy. Abe’s Muffins was able to take it a step further with Social Nature by emphasizing that even among consumers unfamiliar with the brand, participants who tried the product exhibited an impressive 84% purchase intent.

There was even an uptick in Abe’s Muffins’ social media metrics. A Social Nature giveaway resulted in a spike in followers, with many users posting on Instagram and Facebook. Reviews confirmed that the data collected was genuine and not from consumers seeking freebies.

Primary objective: Build brand awareness and drive trial to acquire new customers

The team has incorporated the insights gleaned from their Social Nature campaign into their operations. The team leveraged the campaign’s very strong ratings and reviews in internal sales presentations. On the R&D side, Social Nature users’ constructive feedback around seed oil and sugar content may help guide future product development.

These valuable insights have taught the team how to approach consumers, taking into account their preferences and purchasing behavior. Originally assuming that parents were the primary target market, the campaign revealed significant interest and purchase intent among households without kids, representing another unexpected win for Abe’s Muffins!