ProActive™ is implementing a widespread activations campaign for Wild Island. With the key objectives of continuing brand awareness, promoting the product and increasing sales, the campaign is targeting shoppers in various regions including Gauteng, Mpumalanga, Limpopo and the Free State.
The campaign incorporates a multi-pronged approach in order to augment the positive brand experience and ensure that the product is part of the shopping basket and remains a household staple. Shoppa Shows™ as well as in-store brand ambassadors interacting with consumers on a one to one basis are key elements of the campaign.
“So far the campaign has been extremely successful with thousands of product units shifted off shelf in a single day. Consumers are really engaging with the activations and identifying with the brand, which works very well in maintaining Wild Island top of mind,” explains Julie Hutson, ProActive: Account Manager.
Through the strategically implemented activations campaign, the brand has the opportunity to directly engage with the consumer in an environment where they are in a purchasing frame of mind. The campaign is effectively converting brand awareness to sales.
Roger Freeman, Senior Brand Manager at Pioneer Foods, says, “I found the ProActive™ team to be knowledgeable, positive and efficient in the planning and conception phase of the Wild Island Summer Shoppa Shows. The roll out and execution has been superb and signs point to a very successful campaign partnership.”