Discover how Perfetti Van Melle worked with Sproxil to drive unprecedented consumer engagement using sweepstakes rewards.
QUICK FACTS
- Perfetti Van Melle is one of the world’s largest manufacturers and distributors of confectionery and chewing gum
- Sproxil helped Perfetti Van Melle achieve 5.8% of the promo stock redemption pool during the promo period
- Perfetti wanted to reward their estimable consumers by ensuring 1% of 190,000,000 monos (1.9m) promo stock redemption rate during the promotion period
CHALLENGE
Perfetti Van Melle wanted to switch from manual-based consumer promotions where physical marketing collaterals were used as rewards to a system where digital rewards were used instead.
OPPORTUNITY
In a bid to move away from what the brand was used to, a shift in consumer promotion was executed in 2018 tagged “Center Goal Promo”, where both Brands were used for the promotion. The brand gave recharge cards, branded football, t-shirt, face caps, etc., as rewards to consumers. In 2019, Perfetti Van Melle launched the first “Text n Win” consumer promotion for both brands, where they rewarded two consumers daily with Samsung smartphones and airtime.
SOLUTION
Sproxil developed a concept for Consumer Promotions, achieving Perfetti sales objectives by:
- Generating Codes to be printed on the back label of the mono wrapper
- Providing a back-end system that generates weekly reports on promo performance, i.e. redemption rates, prize deliveries, etc
- Ensuring winners are rewarded promptly with images shared to be reposted on Perfetti’s social pages
OUTCOME
When the campaign concluded, Perfetti achieved the following objectives:
- More than 20,000 new and repeat customers spread across the nation
- Over 2.8 million consumer entries were recorded for the period under review
- Over N1.3m & N6m worth of airtime and cash disbursed respectively to 25,000 customers
