TAGS: product introduction / one to one sampling / member gets member
Since its introduction in 2000, Senseo (a coffee brand that was created
by a synergy of Douwe Egberts and Philips) has quickly conquered the
coffee market in the Netherlands and has achieved a significant market
share.
Its main advantage is that you only need 1 coffeepad and a push
on the special coffeemaker to get a great tasting cup of coffee. With
its E-news letters and the sample cards Senseo activates the brand
under its target group and increases their loyalty, while generating
trial.
OBJECTIVES AND TARGET GROUP
• Reach the typical Senseo drinker
• Brand activation - innovative offer on www.senseo.nl
• Create awareness of new product introduction
• Sampling of new flavour Sumatra in target group
• Loyalty – ‘E-news’ subscribers
• Viral marketing
• Generate web traffic on www.senseo.nl
CAMPAIGN SET UP
Kick
off of the campaign was done via a news letter from www.senseo.nl to
interested consumers. They could go to the special developed minisite
www.senseo.nl/sensaties and send a free Sample Postcard to one of their
friends. The Sample Postcard was delivered within two weeks at the
friend’s address. Each Postcard included off course a sample of Senseo,
stimulating direct trial.
To make the Sample Postcard very
personal, consumers could add a personal message for their friend. Key
strengths of this mechanism are that the sample is sent with the
permission of the consumer, and that friends are not likely to refuse
gifts from each other. Each sender had to register before sending a
Sample Postcard, stimulating data acquisition. To promote the campaign
to the target group a send-a-friend function was included in the order
process.
CAMPAIGN RESULTS
The consumer response was very positive: 32,000 Sample Postcards were ordered and distributed in only 2.5 months.
90%
of the users represented the broad age group of 20 – 60 years; the
typical Senseo consumer group. The average age was 38 years, peak lying
at 36 years. While senders were mostly female (76%), receivers were
more evenly distributed with 53% females and 47% males.
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