Our client recently rebranded two of their multipack ale lines. To support this relaunch, we devised a comprehensive media plan aimed at boosting awareness and retaining customers for both product lines. We provided our client with an in-depth overview of their brand. We analysed category performance to understand any challenges. Using this data, we created a media guide for the year ahead that met their objectives.
This is what the data told us.
customers purchased the client’s SKUs as gifts
customers bought the products again outside of an occasion
repeat purchase rate in the same period
68% of customers purchased the client’s SKUs as gifts. They purchased the ale both instore and online, and gave it as a gift for calendar events like Easter and Christmas.
Only 18% of our client’s customers bought the products again outside of an occasion, whilst the category saw a 39% repeat purchase rate in the same period.
So, here’s what we suggested to change that behaviour.
We took an omnichannel approach. Our plan used instore, targeted and digital media to raise the profile of their products.
We had one happy client. It was all the detail. The clarity of our insights and the KPIs that backed up the media plan and really impressed them.
This is just the tip of the iceberg when it comes to our capabilities. It’s an excellent example of how we guide our clients towards doing the right thing for their brand and the customer. This campaign will be live later in the year, so stay tuned!