The level of qualitative and quantitative insights you get from the program PLUS being able to attribute sales to the program and not just marketing metrics like impressions helps us get a lot more for our marketing spend.
Impact at a glance
Chloe’s needed to generate awareness and trial for their new SKU, Salted Caramel Oatmilk Pops, at Publix.
Engaging the right audience captures 86% purchase intent
Social Nature’s community of 750,000+ members are looking for better-for-you options for themselves and their families. Key parts of Chloe’s target audience are Moms and health-conscious consumers – over 60% of Social Nature’s community has children and 100% are health-conscious.
By putting their better-for-you Pops into the right people’s hands, 86% of consumers said they’d purchase the Pops again. Additionally, 36% opted-in to Chloe’s online newsletter to be the first to know about new product launches and special offers.
Scaled, targeted sampling supports new product launches
Digital product sampling allows Chloe’s to drive awareness and trial at scale, especially for new product launches at specific retailers. Chloe’s targeted users that fit their demographic profile and who lived within 6 miles of a Publix store.
Consumers who picked up a box of Pops in-store with the free product voucher now know where to find Chloe’s products on their next shopping trip. Driving the consumer to the point of purchase is key for driving sales.
“To be able to attribute almost 1 in 5 sales of an item to a single tactic outside of price promo is very impactful.”
– Tina Mehta, Director of Category Development, Chloe’s
To drive further trial and velocity, Chloe’s included a $3 off any two products coupon for consumers. At the time of the report, 27% of consumers purchased other Chloe’s products and 39% bought more Oatmilk Pops.
The product attributes that matter most to consumers who shop the frozen treats category.
The other frozen treat brands consumers are purchasing and the frequency they purchase.
The things consumers liked or did not like about Chloe’s Pops.
We can see amongst a significant sample size the other frozen novelty brands that Publix shoppers are buying, and go after them more specifically as we work to grow our sales there.
Tina Mehta
