NOVEMBER 17, 2017: The leader in influencer marketing, Social
Soup, launched its innovative in-store real-time voucher technology with a
national campaign for PepsiCo’s Sunbites Snack Crackers.
Social Soup designed a campaign with a tiered influence approach to
generate large-scale brand awareness, and generate trial and behaviour change
to choose ‘better snacks for you’.
Using the Social Soup app, 2,000 influencers scanned the Sunbites
products in Woolworths and Coles stores and were given a voucher to redeem at
the checkout, scaling trial on the path to purchase. Social Soup also recruited
micro influencers to engage their social communities and create high quality
influencer generated content (IGC) through the program reaching more than 1.2
Social Soup founder and CEO, Sharyn Smith,
described the use of the voucher technology as “game changing”.
“One of the traditional challenges of
sampling campaigns has been the cost of getting product to people to consume in
their home, creating a real-world experience,” Smith said. “With our voucher
delivery system in the Social Soup app we know when a customer has the product
in their hand and we can deliver them a voucher to redeem at the checkout.
“This is a game-changing process that allows
us to know where the customer is and track their full experience journey with
the product and get feedback. Ultimately we can also reward them for sharing in
social media which provides authentic influence from a real experience.”
Meagher, Brand Manager, Sunbites, PepsiCo, said the voucher technology seamlessly
addressed a range of campaign objectives.
excited to hear about Social Soup’s app capabilities and even more so as it
more than lived up to our expectations during campaign execution,” Meagher
‘in-app’ technology facilitated instore ‘off-shelf’ sampling from consumers’
local supermarkets via an e-voucher system. Collectively, the in-app
mechanics smoothly enabled scalable trial, social reach, reduced lead times,
full transparency, targeting and product education. The campaign overall
has had a positive impact on our brand awareness and trial,” she said.
The Sunbites campaign exceeded all KPIs on reach and content as
well as strong positive sentiment tracked through Social Soup’s bespoke AI
analysis on campaign content.
About Social Soup:
Founded in 2007, Social Soup is the heart and
science of influencer marketing. Social Soup creates long-term, authentic
partnerships between brands and influencers and has unrivalled experience in
all tiers of influencer marketing. www.socialsoup.com