Dannon Conducts A Social Experiment
A recent digital couponing campaign proved fruitful for The Dannon Company
(www.dannon.com), which is on a mission to evolve the way with which it engages consumers and encourages them to eat
yogurt every day.
Using RevTrax OpenShare Rewards (www.revtrax.com), Dannon offered a print-at-home coupon valued at $1.00 off an Activia 4-pack, or $1.50 off the same product if the consumer shared the offer with friends.
“Our goal was to engage Activia consumers via a high-value offer, while testing the efficacy of the print-at-home coupon model,” says Michael Neuwirth, senior director of Public Relations, The Dannon Company.
The campaign, which targeted nearly 500,000 inactive e-mail addresses in the Dannon e-mail club, highlights what’s really possible when coupons get social.
“Our work with RevTrax allowed us to re-engage more than 5 percent of our inactive e-mail club members and acquire an additional 30,000 new members,” says Neuwirth.
After analyzing data from the month-long campaign, the following insights were revealed:
Data feeds also revealed top retail locations for redemptions and which states had the highest redemption rates. Additionally, access to consumer influence allows brands like Activia to segment the database and re-engage consumers who are influential at specific retailers.
Neuwirth concludes, “We are providing great offers to our consumers through the products we make and, on occasion, an incentive to try them. Their sharing behavior and redemption patterns are valuable to our brand marketers and shopper marketing teams.”
(www.dannon.com), which is on a mission to evolve the way with which it engages consumers and encourages them to eat
yogurt every day.
Using RevTrax OpenShare Rewards (www.revtrax.com), Dannon offered a print-at-home coupon valued at $1.00 off an Activia 4-pack, or $1.50 off the same product if the consumer shared the offer with friends.
“Our goal was to engage Activia consumers via a high-value offer, while testing the efficacy of the print-at-home coupon model,” says Michael Neuwirth, senior director of Public Relations, The Dannon Company.
The campaign, which targeted nearly 500,000 inactive e-mail addresses in the Dannon e-mail club, highlights what’s really possible when coupons get social.
“Our work with RevTrax allowed us to re-engage more than 5 percent of our inactive e-mail club members and acquire an additional 30,000 new members,” says Neuwirth.
After analyzing data from the month-long campaign, the following insights were revealed:
- More than 70% of the total traffic to the promotion originated from consumers not originally in the mail file
- There were nearly 40,000 shares of the offer, mostly though Facebook and e-mail
- The original offer recipients drove an additional 250% of traffic to the promotion
- More than 90% of new consumers who printed a coupon signed up for Dannon’s e-mail club
- There were almost 22,000 redemptions and a 61% redemption rate among those who printed the higher-value offer
Data feeds also revealed top retail locations for redemptions and which states had the highest redemption rates. Additionally, access to consumer influence allows brands like Activia to segment the database and re-engage consumers who are influential at specific retailers.
Neuwirth concludes, “We are providing great offers to our consumers through the products we make and, on occasion, an incentive to try them. Their sharing behavior and redemption patterns are valuable to our brand marketers and shopper marketing teams.”
“Our goal was to engage Activia consumers via a high-value offer, while testing the efficacy of the print-at-home coupon model.”
— Michael Neuwirth, Senior Director of Public Relations, The Dannon Company