Direct > Product/Service
RAPP COLLINS AMSTERDAM, Amsterdam / FRISO / 2005
Overview
Credits
BriefExplanation
Baby food only becomes relevant to mothers after the birth of their baby. How can we build up brand preference for Friso baby food before birth?
CampaignDescription
Friso understands: Even if millions and millions of babies have been born before yours, we understand that for you it’s the first time. Everything is new – pregnancy as well as delivering.
Therefore the loyalty programme starts during pregnancy. The mother-to-be gets a diary, in which she can write about everything that's new to her. After birth she receives a new diary, this time to write about her new baby. All-in-all the programme consists of six loyalty mailings, ranging from the diaries to tips and congratulations on the first birthday of the baby.
Outcome
Brand preference has risen from 60% to 78%.
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