NATURE VALLEY FULL MIX
Owned by General Mills, Nature Valley was the first-ever granola bar to be introduced in the 70’s. Fast forward to the present day, they are now a popular cereal snack bar enjoyed by many. They offer a range of flavours and varieties to suit every adventure.
General Mills were looking for an integrated sampling solution to promote their new Nature Valley Full Mix product across a number of channels. Their aim was to drive trial of the product whilst simultaneously reaching their target audience.
The Nature Valley audience was made up of 25-35 year olds, pre-family professionals with 68% of those who have children. They are likely to live in the city with an income of below £50K per year.
Flavor. used audience profiling tools to identify these hotspot locations, and a combination of TGI, Acorn, proprietary data and store proximity were also utilized to ensure that there is minimal audience wastage.
Flavor used a mixture of integrated sampling techniques to distribute over 199,000 samples to ensure the promotion of the NPD Nature Valley Full Mix bar.
Subscription, New Home and Social sampling were adopted to produce the perfect campaign, together with over 60 social media posts reaching over a million accounts.
Flavor identified the most relevant subscription partner’s – 2 food/snack channels and 1 for soon-to-be mum’s, which included the Full Mix sample along with a promotional leaflet to give consumers additional product information.
The New Home channel reached up to 40,000 unique home movers per month. By tapping into this key life event, consumers are more likely to engage with brands and make lifelong and memorable connections with them. Flavor worked with a number of mortgage providers, estate agents and new home builders to distribute the Full Mix sample into New Home boxes – making its way directly into consumers homes.
Together with Subscription and New Home, Flavor. designed, created and ran targeted social adverts and served them to the Nature Valley audience – giving them a chance to claim a free Full Mix sample. The Social ad reached a hyper-targeted audience with a potential reach of 5.3 million consumers. Follow-up emails and measurement surveys were sent to consumers post-trial in order to maximise sales uplift and encourage product feedback.
The campaign was tracked throughout using integrated measurement to understand campaign success, insightful consumer behaviours and feedback towards the product.
MEASUREMENT + RESULTS
Flavor’s integrated measurement ran throughout the campaign to provide insight on Awareness, Perception, Recommendation, Net Promoter \Score + Sales Uplift.
Average across all channels:
- 199,131 samples had been distributed
- 40% likely to purchase a Full Mix pack
- 22 Net Promoter Score
- 372% Return on Investment
- £231K in Likely Sales Revenue
Flavor. Sampling is an Integrated Sampling Agency. We curate the perfect mix of sampling techniques to deliver optimal results for every campaign. Integrating all elements under one house to drive efficiencies in Targeting, Relevance, Measurement and ROI
We plan, execute & measure sampling campaigns built from a blend of tools, methods and techniques – including the ones mentioned in this blog:)
To find out more about Integrated Sampling or to find out more about this blog, give us a call or drop us an email at the below…
Email: [email protected]
Tel: 07977 148 784