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

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Conversion Rate

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Conversion to brand

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Worth of sales

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ROAS

Sales

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total sales

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in store

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online

Customers

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converted customers

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instore

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online

0

Customers acquired

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Re-engaged lapsed customers

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Retained customers

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Average spend per customer

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