Hillshire Brands Company, in partnership with BPN and inMarket, has announced early results of its new national in-store mobile campaign that utilized emerging beacon and geofence technology to drive sales and awareness for its Hillshire Farm® American Craft® Link Sausages. This is the first time that a CPG has released data about the impact of beacon geofence technology against key brand metrics. [NEWCOL]BPN, the Hillshire Brands Company media agency of record, designed and implemented the campaign in partnership with inMarket’s Mobile to Mortar™ (M2M) platform, which is the largest beacon network in the world.
The campaign, which leveraged new beacon technology to speak to consumers on their personal devices as they entered a store, delivered a 20x increase in purchase intent by those exposed to messaging, which is a 500% increase over the CPG average for mobile ad engagement. This data is consistent with a previous inMarket study, released in June, that showed consumers are 19x more likely to engage with an advertised product in-store after receiving an in-store engagement.
American Craft also experienced a 36% increase in brand awareness and a lift in overall sales. The campaign, which ran from April-June 2014 across the top 10 U.S. markets, achieved 6,000 in-store engagements in its first 48 hours.
“We started experimenting with location-based technologies and increased focus on mobile a year ago, recognizing that location is key to engaging with our consumers,” said David Ervin, Director of Integrated Marketing for Hillshire Brands. “We are excited to pave the way in the beacon space and change the conversation CPG brands are having by challenging the market”.
Having identified that the target consumer for American Craft Link Sausage was less likely to bring in and redeem traditional print coupons in stores, Hillshire Farm, BPN and inMarket designed a mobile-first campaign that leveraged beacon and geofence technology to identify potential customers’ in-store and serve them relevant, timely information that they could use immediately to shop. Consumers were alerted of American Craft in-store, and were offered them the opportunity to add the product to their shopping list, earn points for engaging with the product or coupons for purchase.
“At BPN, we employ a Radical Commonsense approach to find new and improved ways to best reach consumers in non-traditional manners, to further our clients in market,” said Chris Hiland, Chief Strategy Officer, BPN. “By engaging with shoppers while they are in-store in a timely and relevant manner, we are elevating the conversation past seeing a traditional advertising to shifting the discussion to include our clients into consumers everyday actions”.
“We’ve been partnering with the world’s most forward-thinking CPGs and agencies to drive increased sales via mobile-at-retail since 2010. Now, we’re using that experience to provide 40 million beacon-enabled shoppers with a better in-store experience,” said Todd Dipaola, CEO, inMarket. “Hillshire Brands and BPN are two of the most innovative companies with how they market to their consumers, we love expanding the frontiers of mobile with partners like them.”