Thanks to Hakle's online presence on Bring! (Shoppping List App), we succeeded in addressing the customer anew and in a very targeted way shortly before the purchase decision is taken. The high engagement rate confirms our decision.
Challenge and Insight
In Switzerland, we have only a very limited portfolio of advertising opportunities within the e-commerce landscape and directly with retailers. This makes it difficult for FMCG clients to be present in these environments without partnerships in place. For Hakle in particular, a key focus was to have high visibility during the weekly / monthly grocery shop and get closer to the decision making process.
Idea and central thought that framed your activity
Shopping list app Bring! was a perfect partner to get around this challenge. With 300k monthly users, it is the most frequently used shopping list app amongst our target audience of families. In addition to being closer to the shopping moment, we could highlight additional product information and benefits. As there is no seasonality when it comes to toilet paper (although we have experienced panic buying during the pandemic!), we had an always on approach from May – December. This also allowed us to collect data on shopping behaviours throughout the campaign, something our surveys do not give. We were able to use this data to optimise the campaign based on how people shop in practice.
Consumer, brand, category insights that fuelled the idea
Shopping online for groceries was not common due Swiss preferences to shop in-store, however the pandemic accelerated the trend towards e-commerce. This huge uplift in behaviour has remained sticky even now – shoppers continue to shop online for groceries and household items like bulky goods. As such, it made sense for Hakle to have more of a presence in these environments, given the competitive nature of the category.
How did the idea come to life, what was MS contribution
We partnered with Bring! to place Hakle products in the homepage of the app, and on pages relevant to certain categories. This made Hakle products top of mind seamless for shoppers to add Hakle to their lists. We observed that certain keywords led to higher engagement and add to lists – and switched categories over time. We also learnt that buying toilet paper was not a one-off purchase, rather, people were adding it to their lists along with daily / weekly household staples like milk and yoghurt. We also discovered that most users created their list towards the end or beginning of the week – so we could use these insights to inform ad pressure for our wider digital campaign.
Results
We reached 1.1 million impressions by the end of October 2021, 44% more than planned. We generated a high CTR of 0.72%, compared to a Bring! benchmark of 0.67%. Ultimately, we were able to generate shopper behaviour insights that we could use across this campaign and the wider digital campaigns we ran for Hakle.