The Challenge
Kashi GO® needed to grow the awareness of it’s Kashi GO® protein bars at targeted grocery stores. They also wanted to drive sales and get consumer feedback on the product line.
The Experience
Unlike traditional ads that interrupt people's media, consumers choose to spend time with brands on Dabbl. This results in a different kind of experience.
Kashi GO® created a brand experience with six activities including a video, trivia, this or that and multiple choice which all focused on educating shoppers at specific grocery stores on the product line.
The video highlighted the product and its 12 grams of protein. The trivia educated consumers on the types of protein the bars contained.
The This or Thats and multiple choice activities solicited consumer preference for snacking habits and product preference.
Finally, call to action variations offered consumers either a digital coupon to save on the purchase of Kashi GO® protein bars or a request to explore the full variety of protein bars.
More Info
- 5 Activities per experience, including Video, Trivia, This or That, Multiple Choice activities.
Results
Completions
Completions
per Experience
Shoppers at Kashi GO®'s target grocery stores spent 51 seconds on average viewing the product video and engaging in the activities. 100% of those who started the experience, completed the multi-step, full-screen experience.
Many shoppers also remembered the experience two weeks after engaging with it. A brand study revealed a +151% ad recall for those exposed to the experience versus those who were not exposed. The Kashi GO® brand also saw a 12% favorability lift as well.
These shoppers at targeted grocery stores not only learned about the products, they purchased them as well. Kashi GO® was able to view non-PII, aggregate purchase data at the targeted stores at the SKU level for those who participated in the brand experience.
Kashi GO® also received consumer feedback on snacking habits and product preferences.
