Veriteer.com

PROBLEM STATEMENT

The challenge.

Our customer faced a challenging market, with low-cost competition making it harder to differentiate their offering. They wanted to combine the engagement that they see over social media with their packaging products.

How effective has their consumer engagement been to date?
What should their consumer engagement strategy be?
How should this fit with their B2B customer sales?
In particular, how might consumer insight be combined into their trade promotion offerings?
How can all of this work in a devolved international business?

OUR APPROACH

The project.

Our approach.

From a fairly open brief, we quickly distilled the strategy down into 3 topics.

Mission 1: Map the current consumer relationship.

We conducted a review of how the brand was engaging and communicating with their consumers (which was primarily across social media channels).
This included a review of prior campaigns and a best practice market analysis.

Mission 2: Design a consumer engagement platform.

Design and evaluate interactive packaging trials with a European dairy brand to identify efficacy.
Use these learnings to develop a strategy for a future consumer engagement platform that the brand could provide to B2B customers as a differentiated offer.

Mission 3: Build a B2B offer.

Combine the new interactive packing offer with existing on-pack advertising and trade promotion investments to deliver improved commercial returns for both the brand and the customer.
Identify a clear implementation plan for the setup of the new consumer engagement platform and offer.

PROJECT OUTCOMES

The results.

As a result of the work with us, our client achieved highly successful outcomes:

A new, differentiated product offering that drives packaging deals with drinks brands.
Sales uplift of 16-18% for customers using interactive scan and win games.
Enhanced trade promotion impact and more effective use of packaging space.
Access to in-depth insight into product consumption and consumer opinion.
Long-lasting brand awareness and engagement between brand and consumers.

FIND OUT MORE

Reach out to find out more.

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Niall Lavery