Sparkling Ice Case Study

Beverage brand remains top of mind (+192% ad recall lift) and sales boosted, aided by a 47% CTR to a volume incentive
Sparkling Ice experience on phones

The Challenge

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.

The Experience

Sparkling Ice experience

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.

More Info
6 Activities per experience, including Video, Multiple Choice, Puzzle, Coupon activities.
Duration: 2 Weeks

Results

25,000
Brand Experience
Completions
100% Viewability & Completion
44 sec
Avg Time Spent
per Experience
Dabbl Avg 35 sec
47%
Click-through Rate
To download digital coupon
2X
Return on Ad Spend
Among those who participated in the brand experience
+17%
Brand Awareness
Exposed vs Non-exposed
+192%
Ad Recall
Exposed vs Non-exposed
+27%
Brand Favorability
Exposed vs Non-exposed
+17%
Brand Awareness
+192%
Ad Recall
+27%
Brand Favorability
Exposed to Dabbl experience
Non-exposed

Quality Engagement

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.

Increased Sales

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.

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