Alpro
Inspiring Brits to Break Out of Breakfast Boredom with Interactive Quiz and Bespoke Plant-Based Recipes
Consumer insight highlights that Brits love breakfast, but that we aren’t particularly adventurous in terms of our choices and there is an opportunity for Alpro to ‘win at breakfast’ by demonstrating the range of products on offer and their usages across the breakfast eating occasion. A ‘tasting menu’ in collaboration with Poppy O’Toole will bring this to life and encourage audiences to be more adventurous at breakfast.
Drive consideration of Alpro
The goal was to directly engage with key audiences through quiz style mechanic to bring to life Alpro’s breakfast moments.
Alpro leveraged PurchaseLoop Audiences, LoopMe’s bespoke pre-campaign audience tool, to identify two key growth audiences Non-buyers of Plant Based milk, buy Dairy & Light buyers of Plant-based milk.
Measure and drive uplift in consideration for Alpro by leveraging LoopMe’s PurchaseLoop Brand technology, driving 4.78% uplift in consideration, totalling 49,700 lifted users at a Cost Per Lifted User of £0.98!
Interactive quiz style ad experience, that enabled Alpro to connect with audiences in a playful, engaging & memorable way.
User attention was captured by asking them; ‘How much time do you in the morning?’ Cavai’s decision tree technology matched users with a bespoke Alpro breakfast suggestion based on their choice that deep linked them to the online recipe page created by Poppy O’Toole.
Overall the campaign exceeded benchmarks across multiple metrics including Lumen attention measurement
Cavai:
- 2.68% Interaction Rate
- 1.47% Conversation start rate
- 35,999 Recipe page clicks
PurchaseLoop Audiences:
- 19,699 Survey Respondents
- 49.7k Uplifted Users
- 1.6% Average CTR
Lumen:
- 5,284 Attention per 1000 imps
- 49.7k View Rate
- 9.13secs Dwell Time
