// MAXIMISING ROI BY EARNING A DIALOGUE
Client: Birds Eye
Country: UK
Title: Birds Eye 'Be Mortgage Free'
Challenge:
Birds Eye set four goals for this campaign: increase sales, encourage purchase of multiple products, develop loyalty and win back lapsed customers.
Campaign:
Sponge helped Birds Eye surpass their targets through an on-pack campaign with a difference. A text-to-win competition gave three users the chance to have their mortgages paid off in full. There were also daily prizes of £1,000.
In addition to the main application, consumers were asked to opt in or out of receiving further information or offers from Birds Eye. This allowed for a reminder message to be sent encouraging further entries to the promotion.
Consumers were also given the opportunity to receive relevant recipes via a dynamic message requesting they text in their email address.
Additionally, messaging was used to drive both repeat and cross purchase. SMS and email copy were updated throughout the promotion in response to ongoing analysis of what messages were working best at driving sales and re-entry.
Results:
The campaign generated: 1.8m entries, 3.6% response rate, 2.1 entries per person and over 100,000 consumers opted in to receive ongoing brand information.
