Background: Beginning 2023, Arla Skyr introduced Coconut as a new flavour in its Skyr range of 450gr pots.
Objectives:
Create brand (and flavor) awareness
Differentiate from competition on both naturalness & taste
Recruit non-buyers by generating trial
Strategy & Execution
Complement a 360° strategy with a postcard and an email
3 different media approaches to measure impact of both channels (only e-mail, only direct mail and combination of both)
Conduct a Barometer in order to get insights on the communication funnel and customer behavior & intent
Reason best Practice
9,5% redemption rate for the receivers of the postcard and the email vs. 3% for the people who only received the dedicated e-mail, and 4,1% for the people having received only the Postcard
46% of postcard readers had the intent to act
38% of recallers of both the postcard and the email intent to use the coupons (compared to 16% for email only)
