Client: Ferrero

Promotion of the new collection “Animal Planet” from Kinder Surprise

Ferrero - is an Italian manufacturer of branded chocolate and confectionery products and it is the third biggest chocolate producer and confectionery company in the world. Reputation Institute's 2009 survey ranks Ferrero as the most reputable company in the world.

Goal:

To support the sales of the new collection “Animal Planet” and to increase the average buying frequency

Objective: To create “buzz” around the new collection with high reach ratings by developing CRM-platform and backend-supporting of the unique mobile app “Kinder Favourite Animals” for the kids

Our solution

We created the first russian mobile app that combines modern technologies of augmented reality for toys recognition with buying confirmation and promotion participation. INBRIEF specifically developed personalized CRM-system reconciled with MobApp that collected data and analyzed it in real-time.

Implementation

The implementation of the campaign included several stages:

Stage 1

At the first stage, we collected and segmented groups of customers for further activation and mailing, and described main parameters of the campaign. After adjustment of triggers, the system automatically tracked potential participants and sent them notifications.

Stage 2

Next, we set up tracking system of users’ activities. It included analysis of the whole database, as well as separate segments and individual users

Stage 3

At the third stage, we merged data streams from all channels available in this campaign from app to media. We used our platform to create and send individual offers to every customer. It was possible to choose a template, and to edit text and picture. We planned email and SMS marketing, in-app push notifications and messages to member accounts for all segments and events. There was a possibility to collect statistical data on bonuses.

Results

During the campaign

53 000

e-mails were sent

136 406

times the MobApp was downloaded in 3 months

~5

chocolate eggs were bought by every participant

Online-analytics interface included current data about audience activity:

First and repeated app launches;
Toys activation dynamics;
Region activity dynamics;
Conversion, downloads, prizes, app-session periods statistycs.

Multiple CRM policies and predicative analytics of consumer behavior due to our platform EffiCRM Loyalty allowed us to make special individual offers for EVERY customer.