Shopper Marketing - April 2016 - 32


PROGRAMS

com, digital load-to-card coupons, paid digital media and a BzzAgent word-of-mouth
campaign. All were co-branded and carried
the tagline, "Your Journey. Your Way."
In stores, the campaign utilized sampling,
displays and a custom loyalty program via
Catalina. Shopper marketing support ran
year-round with a special push from early July
through October that included an exclusive
shopper rewards program.
During the time frame, Kroger shoppers
who purchased any five Special K items - and
used their loyalty cards - received coupons
at checkout via Catalina. Codes on the coupons - the offer was cumulative encouraging
additional purchases - could be redeemed
via YourJourneyYourWay.com for rewards
such as resistance bands, exercise balls, yoga
mats, gym bags and free Special K cereal. In
addition to details on the program and the
redemption link, the landing page also included access to digital coupons to further
drive purchase.
Near the end of the campaign, an email
was sent to those shoppers who had engaged
with the brand "to remind them to redeem
their rewards and stimulate incremental purchases to meet reward redemption hurdles,"
says Carter. "This proved highly successful."
The several-million-dollar program aimed
to reach 3.2 million households with 32 million impressions. Expectations were exceeded
with more than 5 million unique households
reached, 36 million impressions and $4.5 million in incremental sales.
"The most exciting aspect of this holistic approach to reversing a declining trend
was the collaboration between our supplier
32

y SHOPPER MARKETING APRIL 2016

partner team at Kellogg's, the merchandising
team here at Kroger, the 84.51° team and the
Kroger marketing team," says Natalie Ream,
VP, customer communications & marketing,
Kroger. "Each brought their unique expertise,
focused around a clearly defined objective.
The results demonstrated the power of data,
insights, targeting across multiple channels
and a relevant message can drive engagement and sales."
The partners worked closely together
throughout the program, Carter says, and a
tracker was provided weekly for Kroger and
Kellogg senior leadership. Both brand and
retailer say they will use what they learned
from this program as they execute future
campaigns. "The results and learnings," says
Carter, "are allowing us to replicate this program on other brands and from year to year
with efficiencies so the long-term payoff has
SM
an even better ROI."

BRAND: Special K
RETAILER: Kroger
KEY INSIGHT: Consumers who had
purchased the brand in the past stopped
caring about weight loss and began caring about nutrition. Special K no longer
resonated with them.
ACTIVATION: Brand and retailer
worked together to switch messaging
from one of "diet" to one of "health."
Using loyalty-card data, they targeted
specific households with yearlong messaging and a three-month long rewards
program.


http://www.Kroger.com http://www.YourJourneyYourWay.com

Table of Contents for the Digital Edition of Shopper Marketing - April 2016

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
Shopper Marketing - April 2016 - 12
Shopper Marketing - April 2016 - 13
Shopper Marketing - April 2016 - 14
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Shopper Marketing - April 2016 - 16
Shopper Marketing - April 2016 - 17
Shopper Marketing - April 2016 - 18
Shopper Marketing - April 2016 - 19
Shopper Marketing - April 2016 - 20
Shopper Marketing - April 2016 - 21
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Shopper Marketing - April 2016 - 24
Shopper Marketing - April 2016 - 25
Shopper Marketing - April 2016 - 26
Shopper Marketing - April 2016 - 27
Shopper Marketing - April 2016 - 28
Shopper Marketing - April 2016 - 29
Shopper Marketing - April 2016 - 30
Shopper Marketing - April 2016 - 31
Shopper Marketing - April 2016 - 32
Shopper Marketing - April 2016 - 33
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