Brioche Pasquier
The strategic approach entailed the procurement of 2,000 codes, resulting in an impressive redemption rate exceeding 50%.
Client:
Brioche Pasquier
Date Completed:
January 2024
Project:
Kids Pass Memberships
Objectives
Target busy parents as the primary audience for Brioche Pasquier, offering a convenient snack option for their children at home or on-the-go, driven by the appeal of their kids enjoying it.
Recruit new customers while enhancing brand presence and increasing purchase frequency among parents by leveraging the Kids Pass partnership, showcasing the money-saving potential through 2,000 available memberships.
Engage with the secondary audience of grandparents who purchase Brioche Pasquier due to their grandchildren's preference for the product.
Utilise the inclusion of the offer on 3.4 million promotional packs to maximize visibility and reach among the target audiences.
Strategy
The strategic approach entailed the procurement of 2,000 codes, resulting in an impressive redemption rate exceeding 50%. Spanning from July 17th to September 29th, 2023, the campaign leveraged on-pack promotions distributed through food retailers. By delivering captivating rewards during the pivotal summer period, the campaign aimed to engage and incentivise customers effectively.
Results
Following the conclusion of the campaign period, customers have retained the ability to utilise accrued rewards, indicating the potential for further amplification of results. Key statistics from July 17th to date showcase notable increases across various metrics. Membership redemptions have risen by 34%, with the highest daily redemptions increasing by 35%. Moreover, rewards claimed have surged by 82%, while logins have seen a substantial uptick of 78%, totalling over 29,985 to date. In terms of spending and savings, there has been a remarkable increase in total spend to £7,551.23, marking a 241% rise, and total savings have reached £1,513.39, indicating a significant increase of 304%. The savings rate has also increased by 17%, now standing at 20%. These outcomes underscore the success of the campaign in driving heightened customer engagement and participation, with the potential for sustained benefits beyond its conclusion.
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