Ribena ‘Juicy Little Ideas’
Client: GSK
Brand: Ribena
Discipline(s): Direct & Data
Ideas Matter
Ribena wanted to reconnect with its consumers on an emotional level, to stop the 'leaky bucket' that had been driving a decline in baseline sales. So, we created a role for the tasty drink in families' lives by developing the 'Juicy Little Ideas' campaign, which targeted mums via a relationship marketing programme.
'Juicy Little Ideas' offered ideas and advice to keep little ones entertained at home in their local area during the holidays, as well as including money-off vouchers for Ribena.
Results Matter
The fruitful CRM campaign delivered a 40% open rate for the e-newsletter, compared with the industry benchmark of 15%. And it saved 20% of customers from lapsing in the three months following the activity.
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Personalised DM Packs
