As a challenger brand in a declining category that many people still feel embarrassed to shop, it’s hard enough to increase in-store engagement let alone influence sales metrics.
But Pink Ticket – an added-value campaign that offered Bodyform shoppers the chance to win one of ten trips to New York – managed to do just that.
The first challenge was how to create stand-out in an aisle that has just a seven-second dwell time and where most shopper media is sewn up by the leading competitor.
The answer was ‘the promotional stopper’, a UK-first on-pack stand-out tab that has revolutionised shelf-edge communication in the category, created the UK’s first cost-free retail media channel and won a Gold POPAI Award.
The campaign also saw the integrated use of ATL, social media, blogger content and retailer media to drive further awareness.
And by seeding the pink tickets into packs themselves, we were able to create the vital anticipatory ‘it could be you’ feeling that prompted word of mouth and excitement around the promotion.
Value share, volume and penetration increased in double figures, and 300,000 new users were brought into the brand.