Becel ProActiv has a range of products by Upfield, a leader in the plant-based spreads industry. To launch their new cholesterol supplement, the Marketing team from Becel ProActiv decided to go for a data-driven campaign to assess and test the launch as well as sales strategy. Given that this is a completely new product extension, we were very happy to apply the methods of growth hacking to learn more about how the market will react to this new addition. There were so many uncertainties at this stage, one being that there was no historical data on how the market will react to the product as a supplement, and the second being that this product was never sold online.
Eager to start the work, we put on our thinker hats and came up with a couple of hypotheses to test. The three main questions were clear: Will consumers buy this product from us directly as opposed to traditional trade? Which channel gives us the best results and how scalable is this? And can we specify which target audience is our bull’s eye?
Our strategy was to experiment what sales approach would be the most relevant for the various audiences. We first had to define clear target audience personas who we could communicate with. By using machine learning algorithms in the database of Becel ProActiv we could segment these audiences. Once that was clear, coming up with content and optimizing it for their needs was easy.
Once the strategy was in place, it was time to produce the content. The concepts were all focused on the key product benefit – lowering cholesterol in a quick way. The creative execution, on the other hand, varied according to consumption moment and relevance to target audience.
Our team of producers and animators worked together to produce 3 video variations. But it didn’t stop there, our hypothesis also included testing the consumption frequency and incentive for the different audiences, so we chose 3 call-to-action messages prompting consumers to buy the product online: regular one-time purchase, monthly subscription, and buy one and get one free for a friend. We also made small changes in the end frames to ensure that the audience can clearly comprehend the message.