CPM's field marketing team were tasked with driving sales of the promotional pack of Finish dishwasher tablets, while highlighting the benefits of using a dishwasher. Shoppers were encouraged to enter the ‘Text to Win a Dishwasher in this Store’ competition.
We applied a two-way approach: for Super-centres, an in-store team was sited next to a shipper in the store foyer, to engage with shoppers as they entered the store. All other stores used a product sampling stand located at the product aisle.
The activity produced a 97% uplift in sales vs. control stores.