Driving in-store sales and harnessing the power of trial and sharing over a 2-month period and then researching the impact 9 months later.
ROI in 9 months
Pieces of Content Created
At launch, the job to do was clear. Firstly, ensure the right people tried the products on mass by creating a path to purchase to discover the Simply Chips range. Secondly, gather multiple elements of social proof for the brand to amplify on an ongoing basis. Overall, this would ensure repeat purchase and sharing amongst family and friends and a long tail of awareness, advocacy and repeat purchase.
A multi-tiered approach was implemented to generate mass awareness through various channels of influence.
By tapping into Social Soup’s community of influential product samplers, the Simply Chips campaign successfully drove nearly 56,000 in-store trials, 4,350 networking occasions and 600 reviews. The Scan & Collect technology was used through the social soup app to assist these nano influencers on the path to purchase instore and proof of purchase. A Social Competition on Instagram encouraged Simply trial lovers to share photos, generating authentic social proof via UGC.
The campaign also saw 80 micro influencers create and share branded content showcasing Simply Chips entertaining occasions, driving awareness and impact for the brand, positioning it as an enjoyable snack for any occasion, especially an evening one. Audience impact and sentiment research was conducted on triallers, networker and friends of community members who heard about/tried Simply within the campaign. These groups were surveyed on purchasing behaviour since trial (2 weeks later), and current purchasing behaviour (9 months later).
Social Soup’s network saw 73% of in-store shoppers return 5.3 times to purchase an average of 1.8 units over the nine-month trial period. An impressive 83% of Soupers who trialed the product and shared within their network returned 5.4 times to purchase an average of two units. They spoke about or shared Simply Chips with an average of 8.6 friends, with 70% of those friends buying an average of 3.6 units during the nine months.
The Micro Influencers increased overall brand awareness by 38% with the production of 131 social media assets showcasing nighttime entertaining occasions including Simply Chips.
brand create impact with influence.