Case Study
CASE STUDY
Actimel
Actimel utilised the back-to-school event period to promote their Strawberry Probiotic and Multifruit SKUs in Iceland stores...
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Case Studies / Actimel
Actimel wanted to drive incremental sales with two of their SKUs in Iceland stores. This campaign ran during a key period when children were going back to school, using the event to help influence customers to purchase Actimel’s eight-pack of Strawberry Probiotic and Multifruit SKUs.
The Iceland Supplier Optimisation Team implemented this campaign in 108 stores and used Iceland’s premium digital screens touchpoint, located at the front of Iceland stores. The campaign generated awareness about the two Actimel SKUs to passers by as well as Iceland shoppers and the screens were proven to be very effective. Actimel saw an increase in the featured SKUs’ value sales by +9.2% when compared to a representative control group of Iceland stores without the screens. The screens also drove penetration of the category, with category value sales up +4.2% vs control too.
Actimel were delighted to see that this campaign had a perfect compliance rating of 100% and the 1.54 ROI they received made the campaign well worth the investment.
The Iceland Supplier Optimisation Team implemented this campaign in 108 stores and used Iceland’s premium digital screens touchpoint, located at the front of Iceland stores. The campaign generated awareness about the two Actimel SKUs to passers by as well as Iceland shoppers and the screens were proven to be very effective. Actimel saw an increase in the featured SKUs’ value sales by +9.2% when compared to a representative control group of Iceland stores without the screens. The screens also drove penetration of the category, with category value sales up +4.2% vs control too.
Actimel were delighted to see that this campaign had a perfect compliance rating of 100% and the 1.54 ROI they received made the campaign well worth the investment.
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Iceland Supplier Optimisation Team
(provided by rmi)
7 Bell Yard
Strand
London
WC2A 2JR
(provided by rmi)
7 Bell Yard
Strand
London
WC2A 2JR
