Challenge
Egg white wrap brand, egglife, entered the market with minimal retail distribution, seeking momentum to build the brand and drive sales in a new category: refrigerated healthy wraps. Their target is consumers looking for a low-carb, high protein alternative to traditional tortillas. While launch response was positive, egglife was located in different sections in-stores depending on the retailer, adding to the challenges below.
- Raise awareness of this new-to-market brand
- Gain share in a competitive category
- Expand national distribution
- Meet/Exceed “Best case” sales goal
Insight
Early customer data demonstrated that aware consumers had a high rate of conversion to trial. Core audience was evaluated and we identified three sub-segments that each had different motivators for purchasing egglife.
Using initial business data, in conjunction with Business Intelligence, we developed a model using media performance to build business success. Inputs were used as a guide to identify effective communication needed to reach the sales goal.
Idea
Full-Funnel Support:
Targeted to specific markets identified as having high density of target population and significant distribution coverage. Supporting media throughout the funnel enhanced conversion rates and drove deeper campaign efficiencies
Enhanced targeting and personalized messaging:
Deliberate targeting of three audience sub-segments, paired with tailored messaging
Real-time tracking:
Website conversion metric identified and validated as a proxy for sales performance