One of the biggest global ice cream brands is launching into a new format, sharable ice cream

Background

Ice Cream
  • Offer buying customers – to retain spend
  • Brand buying customers – to grow cross shop
  • Competitor buying customers – to steal share
  • Basket modelled audience – to convert incremental customers
Ice cream repeating pattern

Objectives

  • Deliver a best in class conversion based campaign to maximise potential sales impact.
  • Grow cross shop from brand customers shopping the existing range to trial the new format product.
  • Steal share from relevant competitors from the category, increasing brand penetration.
Ice cream repeating pattern

Campaign Results

Overview

17.5%

Conversion Rate

78600

Conversion to brand

£309k

Worth of sales

12.63

ROAS

Sales

£309000

total sales

£237000

in store

£72000

online

Customers

78600

converted customers

61600

instore

17000

online

16%

Customers acquired

6%

Re-engaged lapsed customers

76%

Retained customers

£3.93

Average spend per customer

Want to find out more?

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