iProspect executed Capri-Sun's notable largest campaign in the realm of Digital Out-of-Home (DOOH), achieving significant success and recognition.
Capri-Sun's zero-added sugar product range campaign, which ran from April to September, led to a 17% increase in sales for the drinks. The marketing effort, executed by Dentsu company iProspect, aimed to reach as many potential buyers of kids' juice drinks as possible, specifically targeting parents aged 25-45.
iProspect's challenge was to grow top-of-mind awareness for Capri-Sun and establish it as the number one kids' brand. The agency's strategy was a multi-channel approach that combined AV (BVOD and CTV), digital OOH, paid social (Meta and TikTok), online video (YouTube and display), and influencer activity. The goal was to maximize reach while also utilizing channels and formats that offered metrics such as engagement on social platforms and sales uplift on digital OOH.
One of the difficulties iProspect faced during execution was a significantly larger number of activations compared to previous years. This included OOH shifts from POS placements to POS, roadside D6 and D48s, and play centres; AV shifts from linear TV to BVOD and CTV, allowing for prolonged ads across more platforms; and a quadrupling of influencer activity duration, from four weeks to sixteen weeks.
The campaign reached over 14 million people with 30 million impressions, resulting in a 17% sales uplift in stores, and a 24% increase in stores near the ads.
In multi-channel marketing strategies, key elements for success include targeted audience engagement, digital and offline channels, data analysis and optimization, consistency across channels, and a seamless customer experience. Without specific details about iProspect's strategy for Capri-Sun, it's challenging to attribute the sales increase directly to a specific tactic. However, effective strategies often involve a combination of these elements, tailored to the product and audience in question.
Leveraging technology and media in their strategy, iProspect utilized a multitude of channels such as AV, digital OOH, paid social, online video, and influencer activity to boost Capri-Sun's top-of-mind awareness and establish it as the prime kids' brand. This campaign, executed across digital and offline channels, aimed to engage the targeted audience and provide a seamless customer experience, culminating in a remarkable 17% sales increase for the drinks.
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