Challenge : Increase frequency of Sheba usage in a highly competitive ENVIRONMENT where ALL users are multibrand users.
Our solution launch of a CREATIVE & HIGHLY ENGAGING PROMOTIONAL CONCEPT “CHEQUES REPAS POUR VOTRE CHAT”
MEDIA > DM 150.185 mailings Dropped in October Targetting Sheba &Whiskas ‘users’ No free products Volume stimulatingcoupons
Results are spectacular (and not even complete yet*) • 230.000 Sheba products were sold to at least 40.000 cats • 27% of all families used at least 1 coupon • An average of 2,5 coupons per family were used • The average coupon redemption = 8% • The coupon with the highest effort (2 euro reduction if you buy 10 Sheba products) reached this average of 8% *response HighCo October – November – December 2010
ROI = 139 %every euro spent,gained 2,39 euro in return A SUCCESS STORY WITH SEQUAL IN 2011 !