Doria Bucaneve 6 Cereali – Proximity Marketing
A 360° promotion of the biscuit
For the launch of the new product, Doria opted for a proximity marketing strategy that combined creative display formats and tools to increase footfall in supermarkets and to obtain important insights on the product.
“A new inimitable Bucaneve”
Wheat, oats, barley, rice, spelt and buckwheat are the ingredients of the new Bucaneve 6 Cereali. The claim “As good as ever, cereal as ever” as well as underlining the heritage of Bucaneve, highlights with a playful tone the main feature of the new shortbread, dedicated to a lifestyle devoted to wellness that does not give up taste.
Promote the launch of a new product
Supporting the launch of a new product with a drive to store campaign and to push users to know and buy the new entry, and the development of a market analysis to make decisions on large-scale promotion.
JoinTag Push Notification + Find&Go Now! + CheckBonus
To respond to the product awareness goals in the launch and drive to store process, the planning envisaged the use of branded push notifications near store and in stores that invited the user to discover the product, and full media coverage of banners, notifications, newsletters to promote it to the CheckBonus customer base. By scanning the receipt, sales were sampled to get and analyse behavioral and socio-demographic information on consumers, as well as with a survey to understand how the product was perceived.
Good results in terms of visit uplift.
The campaign recorded a 137% visit uplift, an 29% engagement rate which demonstrates excellent interaction with the communication.