brand activation: new product launch campaigns
DESCRIPTION
For FMCG brands launching new products, the two most important objectives are ‘raising awareness’ and ‘trial-building’ (Nielsen, 2013). Strong media plans and creative ideas can drive awareness, interest & desire… but how can brands convert this into action (in-store product trial)?TRANSCRIPT
New Product Launch
3 Tips To Drive Trial
Planning A New Product Launch Campaign?
NEW FMCG PRODUCTComing Soon!
Focus On The Two Most Important Objectives:
“For consumers to adopt new brands, marketers need to launch
strong awareness and trial-building campaigns”
Nielsen, 2013
Whilst Strong Creative & Media Plans Drive…
Awareness…
1. Awareness
Interest…
1. Awareness
2. Interest
And Desire…
3. Desire
1. Awareness
2. Interest
Are You Converting This Into Product Trial (‘Action’)?
4. Action
3. Desire
1. Awareness
2. Interest
Let’s Consider A Typical Product Launch Campaign…
Above The Line
Through The Line
BelowThe Line
Media & Awareness
Product Trial
Different Digital Channels Used To Build Interest & Awareness
Above The Line
Through The Line
BelowThe Line
Media & Awareness
Product Trial
Emails
Website
Social
Ad Media
Video
Digital Channels
But How Do You Convert Interest Into Trial?
Product Trial
Above The Line
Through The Line
BelowThe Line
Media & Awareness
How can we stimulate purchase intent?
Emails
Website
Social
Ad Media
Video
Digital Channels
Coupon Activation ButtonsCan Trigger Purchase
Emails
Website
Social
Ad Media
Video
Digital Channels
Product Trial
Above The Line
Through The Line
BelowThe Line
Media & Awareness
Activation Button
For Example – ‘Try Me Now’
Emails
Website
Social
Ad Media
Video
Digital Channels
Product Trial
Above The Line
Through The Line
BelowThe Line
Media & Awareness
Activation Button
Try Me Now
Or ‘Print Coupon’
Emails
Website
Social
Ad Media
Video
Digital Channels
Product Trial
Above The Line
Through The Line
BelowThe Line
Media & Awareness
Activation Button
Try Me Now
Print Coupon
1. Activate Digital Touchpoints
2. Leverage Existing Customers
3. Encourage Recommendations
Here’s 3 Tips To Help Activate Campaigns & Drive Trial
TIP #1Activate Digital TouchpointsDIGITAL MEDIA & ASSETS
Birds Eye Activated Their Online Ads With ‘Claim Your Coupon’…
Birds Eye activated their
online ads
…And Their Brand Website
their brand
website
…And Mobile Ads Too.
and mobile
ads too...
TIP #2Leverage Existing CustomersSOCIAL
Plum Baby added a ‘Free Pouch’ Button To Their Facebook Page
And Used Coupons For ‘Social Sampling’
Plum Baby used
coupons for ‘Social Sampling’
Brands Can Leverage Existing CustomersBy Emailing Them, Inviting Them To Try Products First
email existing customers and invite them to
try first!
TIP #3Encourage RecommendationsSOCIAL SHARING
Source: Nielsen Global Survey, 2012
92% of consumers say they trust word-of-mouth & recommendations from friends & family more than ALL
other forms of advertising*
‘Finish’ Rewarded Customers For Encouraging Friends & Family To Try Its New Quantumatic Product.
Finish rewarded customers for encouraging
friends & family to try its new
Quantumatic product!
Innocent Drinks Invited Customers To ‘Gift’ Their Prize (Product Coupons) To A Facebook Friend
Innocent invited customers to
“Gift” their prize (product coupon)
to a Facebook friend
Digital Printable Coupons Drive Engagement & Action
The Basics
Coupons easily integrated into digital campaigns
Helps ‘activate’ product purchase
Supports various campaign objectives
Enhances campaign & media performance
More trying & more buying of your products!
At A Glance
Consumers print coupons and redeem in-store (offline)
Performance tracked through to redemption (purchase)
Industry-leading FMCG printable coupon platform
Highest level of distribution controls – protecting your liability
1. Activate Digital Touchpoints
2. Leverage Existing Customers
3. Encourage Recommendations
Quick Recap:
Discover How To Activate Your FMCG Campaigns
If you have any questions, we’d be happy to help:
T: + 44 (0) 208 865 1999 E: [email protected]