Warburtons’ Newburn ‘free-from’ loaf competitor, Genius, had been having some well-publicised quality issues. So Warburtons wanted to let their disgruntled customers know there was a rather tasty alternative waiting on the shelves.
We ran a sampling campaign across social channels and eCRM giving Genius customers the chance to try the Farmhouse Loaf range. We also targeted the wider audience through paid and promoted social ads.
This all drove the audience to a Facebook app which allowed the data capture for the follow up-survey. Through social listening we were able to further target the unhappy Genius community.
The app was promoted for 1.5 days and garnered 14,400 unique responses. Of the 14,400 emails sent through CM, there were 4400 survey completions. This information along with social listening has helped us target and engage with the audience of the main competitor, Genius.
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