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Multi City Tour: Campbell's Soup Company
Case Study: Campbell’s Soup Company - Soup Sanctuary Mall Tour
Objective:
- Sample Campbell’s soup in a brand and target relevant way to women ages 24-54
- Convey the “indulgence” mindset, keeping Campbell’s Select top-of-mind with consumers
- Create an environment that has “mass” reach with a “grassroots” feel
Strategy:
- Develop the Campbell’s Select Soup Sanctuary as a high end structure that fit into 24 malls over a 12 week time period
- Invite consumers to take a break, relax, learn and enjoy a hot soup sample
- Created sweepstakes with B. Smith for great prizes, allowing Campbell’s to continue the dialogue with relevant value information, premiums and incentives
- Distribute coupon to drive sales & target data capture creating an ongoing dialogue opportunity with consumers via the “Select Your Sanctuary Sweepstakes”
Results:
- Total Impressions Delivered: 811,925
- Overall Consumers Impacted: 2.4 Million
- Total Samples Delivered: 178,600
- Total Coupons Delivered: 169,000
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