The Sparkling Ice team had three key objectives for their new product line of flavored sparkling water products.
One. Learn more about consumer beverage buying preferences to help inform how they would distribute various flavors within the new product line.
Two. Create brand awareness for the new product line among beverage buyers.
Three. Increase sales via larger volume purchases among frequent customers, infrequent customers and non-customers.
They also wanted to meet these three goals by reaching consumers during the important Memorial Day Holiday — a period that is cluttered with marketing noise.
Unlike traditional advertising that interrupts an audience's content, the brand experiences on the Dabbl platform are interactive campaigns consumers choose to engage with.
Consumer choose when -- and if -- to engage.
This allows for a respectful relationship between brand and consumer and a deeper experience than a traditional ad.
Sparkling Ice created an interactive brand experience that included video, consumer preference feedback and a digital coupon.
- 6 Activities per experience, including Video, Multiple Choice, Puzzle, Coupon activities.
- Duration: 2 Weeks
Consumers spent an average 44 seconds with the multi-touch Sparkling Ice brand experience.
Additionally, 47% chose to access the digital coupon which they were able to do easily via the platform. The coupon incentivized a volume purchase of 5 drinks.
This high engagement experience and the focus on boosting volume purchases increased sales. For every dollar invested in the program, Sparkling Ice generated twice the sales revenue during this period.
Remembering and Liking the Brand More
What assisted this sales increase? A brand study conducted two weeks after consumers' engagement revealed across the board increases in brand impact. Brand awareness, ad recall, brand favorability, likeliness to recommend and likeliness to purchase all increased by double or triple digit lift increases comparing those exposed to the brand experience to those not exposed.
Gaining Consumer Insights
And finally, the Sparkling Ice team gained unique consumer and market insights from beverage-buying consumers.
The team was able to uncover flavor preferences across segments of their customers -- frequent Sparkling Ice customers, infrequent customers and non-customers -- which helped inform distribution decisions for the upcoming products.
The team also saw that "cutting back on sugar" was of top importance when selecting a beverage across all customer segments.
The campaign also identified positive flavor preferences for non- and infrequent customer segments which could be used for future engagements.