Armed with the insight that consumers who visit an FMCG brands website are 37% more likely to purchase that brand’s product in-store we set about making Graham’s The Family Dairy’s online presence “more sticky” during the financial lucrative run up to Christmas 2014.
Although there is nothing particularly new with online advent calendars, few have any true interaction other than opening doors. Our strategy was far more original and through a series of competitions, promotions, newsletters and recipe suggestions we sought to take online engagement to an unprecedented level for the brand
A 582% growth rate in customer engagement is clearly an impressive result by anyone’s metric. Using the aforementioned published statistic referencing website visitor propensity to buy, (37%) we delivered a return on investment of £39.63 for every £1 spent. Not bad for a campaign which only cost £9,000.