ProActive™ recently implemented a highly targeted campaign for new product Kellogg’s Granola. The campaign ran in the top muesli selling stores across KwaZulu-Natal, Western Cape and Gauteng. Skilled Brand Ambassadors facilitated sampling opportunities for consumers eager to try the new product and its variants.
ProActive™ implemented a targeted research campaign prior to the creation of the strategy in order to have an in-depth understanding of consumer knowledge of granola and how they prefer to eat it. The campaign was centred around reach and product awareness with tens of thousands of samples handed out.
The activations component was a key element of the overall strategy. It provided the opportunity for the consumer to feel, touch and experience the new product and its variants - one of the key reasons that consumers buy into experiential marketing.