The leader in influencer marketing, Social Soup, launched its innovative in-store real-time voucher technology with a national campaign for PepsiCo’s Sunbites Snack Crackers.
Social Soup designed a campaign for Sunbites with a tiered influence approach to generate large-scale brand awareness, and generate trial and behaviour change to choose ‘better snacks for you’.
Using the Social Soup app, 2,000 influencers scanned the Sunbites products in Woolworths and Coles stores and were given a voucher to redeem at the checkout, scaling trial on the path to purchase. Social Soup also recruited micro influencers to engage their social communities and create high quality influencer generated content (IGC) through the program reaching more than 1.2 million people.
Social Soup founder and CEO, Sharyn Smith, described the use of the voucher technology as “game changing”.
“One of the traditional challenges of sampling campaigns has been the cost of getting product to people to consume in their home, creating a real-world experience,” Smith said. “With our voucher delivery system in the Social Soup app we know when a customer has the product in their hand and we can deliver them a voucher to redeem at the checkout.
“This is a game-changing process that allows us to know where the customer is and track their full experience journey with the product and get feedback. Ultimately we can also reward them for sharing in social media which provides authentic influence from a real experience.”
Fiona Meagher, Brand Manager, Sunbites, PepsiCo, said the voucher technology seamlessly addressed a range of campaign objectives.
“We were excited to hear about Social Soup’s app capabilities and even more so as it more than lived up to our expectations during campaign execution,” Meagher said.
“The ‘in-app’ technology facilitated instore ‘off-shelf’ sampling from consumers’ local supermarkets via an e-voucher system. Collectively, the in-app mechanics smoothly enabled scalable trial, social reach, reduced lead times, full transparency, targeting and product education. The campaign overall has had a positive impact on our brand awareness and trial,” she said.
The Sunbites campaign exceeded all KPIs on reach and content as well as strong positive sentiment tracked through Social Soup’s bespoke AI analysis on campaign content.