Flora ProActiv worked with Teradata on a lead generation campaign that helped the brand deliver a sustained and personalised message about healthy eating to its customers
Brief
Flora is one of the most iconic nutrition and wellness brands in the UK, and has a mission to ‘add vitality to life’ which has seen it develop heart healthy margarines and spreads for more than 40 years. Despite being a well-recognised brand, Flora wanted to deliver a sustained long-term message to transform the way customers think about healthy eating, and use digital channels to engage with consumers on a personal level. It was aware that a complex message needed to deliver across multiple touchpoints to have a lasting impact, and wanted to increase sales opportunities. Flora therefore turned to Teradata Interactive to develop an effective lead generation campaign.
Strategy
It was vital that Flora’s message encouraged action, if a lead generation programme was to be effective. The business needed to deliver a holistic approach to the whole digital marketing programme, and implement numerous complex campaigns, including a campaign that encouraged consumers to register for a 21-day challenge.
The first step was to identify the target market, which Flora classified as ‘health conscious consumers’. Teradata Interactive was then able to perform an advanced segmentation strategy to evaluate targeting abilities. This involved a full-scale assessment including an analysis of Flora’s email network and a breakdown of associated customer attributes including brand propensities, behavioural data and first party survey results.
Once this had been completed, channel strategy became the focus, concentrating specifically on email and web. It was essential to create individualised customer insights in order to deliver a lasting impact and sustained messaging for the customer. These insights informed the advertising collateral that was utilised on both the Flora website and within email communications.
Before the campaign was launched, extensive subject line testing was undertaken to ensure the campaign had maximum impact once it landed.
Execution
Once the campaign was rolled out, engaged customers were directed to a microsite that captured registrant information and customer response data. Each registrant was entered into a welcome programme that was designed to reinforce Flora’s messages, as well as kick-start the registrant’s 21-day challenge and motivate the individual to keep on track with a healthy lifestyle.
The campaign was managed on a performance basis, to allow Flora’s traffic mix to be constantly optimised. This also meant that changes could be made in response to the market, meaning lookalike targeting strategies could be employed to keep customers interested. As an added bonus, the approach enabled Flora to manage acquisition costs effectively and efficiently.
Result
Flora was able to develop and implement a solid campaign strategy, with ongoing analysis and optimisation meaning it was able to gain better results from constant refining.
After being promoted to 2.5 million targeted profiles across the UK, the campaign generated more than 600,000 unique views, and success continued after initial implementation. The promotional activity generated more than 162,000 clicks with an open rate well above industry standard (41 per cent). Furthermore, over 17 per cent of users who took action and followed the promoted website link continued to register for the 21-day challenge, meaning there were over 27,000 registrations in a two-month period.
By providing Flora with digital expertise to implement a successful lead generation campaign, Flora’s brand impact was improved through an individualised approach. Now, the organisation will be able to capitalise on this success to connect with new marketing subscription base on an individual level.