THE CHALLENGE
Support Tegel in the launch of their new GoGo Chicken sticks- a first of its kind product that needed a robust launch plan to drive consideration, trial and sales conversion.
THE SOLUTION
Get the product into the hands of the key target audience in contextually relevant locations with three bursts- launch, sustain and maintain.
This involved a multi-layered sampling campaign including:
- Gym Sampling – driving trial among a key target audience.
- Ambient sampling – sampling GoGo Chicken Sticks to sports fans at regional Basketball games in Auckland.
- Instore sampling – a nationwide sampling campaign with 3 bursts of activity running across all banners.
We delivered an Influencer campaign in conjunction with the sampling activity to support awareness on social, with Dentsu media running broader ATL activity including OOH, digital, radio and TV integration.
OUTCOME
- Across three bursts of instore sampling, supported with ambient and gym activity, we delivered favourable results with average conversion rates exceeding the KPI by 66%.
- Average Conversion rate (sample to sale) of 25% (KPI 15%)
- Burst 1: 31% | Burst 2: 25% | Burst 3: 19%
- Across all activity we engaged with 41,000 people, sampled to 33,700 and sold more than 6,000 units of GoGo Chicken Sticks.
