A major beverage manufacturer and bottler wanted to drive targeted void closures with FSOP customers and deliver incremental revenue for a specific brand. Their goal was to achieve a void closure rate of 10% with a stretch goal of 15% of their nearly 5,500-customer audience.

Multi-channel awareness campaign

We developed a multi-channel campaign to build awareness and motivate purchase behaviours through multiple touchpoints and a reward. The client developed and executed a sales overlay that created a push/pull to elevate the campaign. The touchpoints in the campaign included:

• Launch outreach: email, direct mail, order site banner linking to open info splash page
• Non-responder outreach: email, direct mail, order site banner linking to open info splash page
• Reward purchase behaviour with a reward: JBL Tune Flex true wireless earbuds
• Multi-language campaign: English and Spanish

Exceed expectations

The campaign exceeded the client’s expectations. The push/pull tactics amplified the results by increasing their typical promo take rate by 576%. They exceeded their stretch goal, reaching a 21% closure rate, and they had close 27% more voids than a previous promotion they ran. The combination of touchpoints also had a positive impact.