OK on to the next case studies for the APSOTW project.
Sainsburys. I use this this a lot. Because it’s great. Search for Sainsburys 'Try Something New Today' for how it panned out.
Sainsburys had overcome massive flaws in their infrastructure. Now they could fully re-engage with shoppers…in order to add the £1 billion in revenue the business desperately needed.
Huge insight, massive. The usual approach is to try and recruit new buyers. When they broke down the objective, they realised they only needed £1 for every EXISTING customer visit. That was easy, that was do-able. It wasn’t behavioural change, it was situation change.
The situation was that people sleep shop, buy the same stuff every week because they cook the same stuff every week. They’re stuck in a boring food routine, they can’t be arsed with fancy recipes on a rainy Tuesday night, but they Do want to sprinkle some magic dust into humdrum cooking.
Get customers excited them about £1 sized bits of ‘safe experimentation’ to shake up the shopping routine and get that extra item in the basket
IMPLEMENTATION (this is all observational, I didn’t work on it)
- Inspiration – get the nation excited about the idea of shaking up the routine and win credibility using a trusted authority
- The long list – excite customers with regular, actionable recipe ideas to get new stuff on the shopping list
- Activation – little doses of fresh inspiration in-store to wake up the sleep shopper and make the stuff that excited them in the first place easy to fine.
- Staff morale- get staff both knowledgeable and excited about this. If they don’t get behind this, it won’t work
Now, a purely digital one from a few years back – the re-invention of Lynx’s digital strategy (this is largely from a memory of a Lynx APG case study, sorry to the BBH folks if this is slightly incorrect, I think the point still gets across)
The LYNX EFFECT was a brilliant piece of brand image work aimed at TV advertising. But the young men who bought Lynx were increasingly living on line. The brand needed to evolve.
Digital is about doing and experience, not ‘saying at people’. So what could Lynx DO? Young men have always needed confidence in the mating game, but now they had a virtual world (Youporn etc) where they were engaging with women on screens rather than real women in the real world.
Lynx had an opportunity to move from ‘image maker’ to ‘genuine wingman’. Encouraging them to ‘Get out there’ and provide the tools they needed for success.
- SHOW UP IN THEIR WORLD ON THEIR TERMS- map out all the places young men played online and design bespoke tools and experiences for the context of those platforms. Always with that knowing Lynx ‘twist’
- BUILD A GO TO RESOURCE-connect them up with a website hub that would act as the collection of all those experiences. So whenever a young man needed help, their wingman was always their
- INSPIRE- connect to the broadcast comms plans, building relevant interactive experiences, not just telly ads creating a direct path from TV and VOD to owned and earned platforms
More to come. Hope it helps.