THOMY Mayonnaise: Steigerung der Abverkäufe am POS
Die THOMY Mayonnaise ist der köstliche und vielseitige Begleiter, egal ob klassisch im Kartoffelsalat oder als ultimatives Topping zu Pommes “Rot-Weiß”. Mithilfe einer Bring!-Kampagne konnte die Mayonnaise von THOMY die Abverkäufe am POS und die Brand Awareness erfolgreich steigern. Während der 2-wöchentlichen Kampagne erzielte THOMY durch Formate wie das Sponsored Product und die Osterkategorie zudem ein hohes Engagement. Das Ergebnis kann sich sehen lassen! Hier gibt es alle Details zur Kampagne:
Results
2.3 million
impressions were recorded during the campaign period.
0.94 %
was the average engagement rate.
21'846
engagements were measured in total.
2 weeks
The campaign was played out over 2 weeks
Region
The campaign was played out in Switzerland.
Sponsored Product
With the sponsored product, THOMY mayonnaise was natively integrated into the Bring app. The prominent ad format presents the product to users right when they create their shopping list. The pack shot of THOMY mayonnaise is displayed as a tile and can be found both via search function using certain keywords and in the catalogue under the category "Ingredients and spices". For example, if users entered "mayo" in the search field, the matching THOMY tile appeared. With just one click, the product could be added to the shopping list.
Keywords: Asparagus, Egg, Mayo
Category: Ingredients & Spices
Sponsored Product Flavors
The additional advertising format Sponsored Product Flavours provides users with more details on the product selection. By clicking on the product tile of THOMY mayonnaise, Bring! users are shown all product variants. In this campaign users could choose between the variants "à la Francaise", "with mustard", "with herbs" or "organic mayo". When scrolling down, the user was also shown the engagement action, which contained further information about the product in addition to a picture.
Easter category
THOMY Mayonnaise was able to achieve a significant awareness boost, especially through its placement in the Easter category. In this ad format, THOMY's sponsored product is placed directly on the homepage with other selected products and embedded in the Easter context in a thematically appropriate way. The category "For Easter" was displayed directly to users during the Easter holidays and can thus achieve a targeted increase in awareness.
