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Ribena Sparkling

As a leading, family brand soft drinks manufacturer Lucozade Ribena Suntory (LRS) products include several staple household brands - Lucozade, Orangina and V Energy

the challenge

• to promote awareness of the new product - the Sparkling Ribena

• to drive footfall into partnering leading managed pub operator outlets

• for LRS to test social channels in this environment and test social media engagement in outlets

• to engage outlet staff with the campaign via a mystery shopper scheme

the solution

A campaign to offer consumers a free Ribena Sparkling was launched through multiple social media channels and an email campaign from the Ribena email database.

Engaging product videos were shared on the social media platforms to promote the offer. The campaign also used a Ribena branded landing page developed by Eagle Eye, from which consumers could request their free product via email or SMS. The campaign was in partnership with a leading managed pub operator, with redemption available across 950 of their outlets.

the results

The sales volumes from the campaign doubled expectations and the campaign achieved incredible results.

A redemption rate of 10% was achieved and there was high engagement through social media and the email campaign.

the benefits

The campaign provided an engaging user experience through social media posts, emails and captivating campaign-themed assets for consumers in outlets. Campaign success was also helped by product engagement from outlet staff, through interactive campaign assets and a mystery shopper scheme. By using the Eagle Eye AIR platform LRS could monitor customer engagement, ensuring that they exercised the most efficient social channels according to performance. The platform also provided LRS with a single customer view; the ability to follow each customer journey from issuance to redemption, and rich campaign data - such as such as reach, conversion and ROI.