Food Case Study – John West

PINCHme increases awareness and drives conversion through product trial.

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JOHNWEST-CASE-STUDY

Brand partner: John West

Product: John West Skinless and Boneless Salmon

Key marketing objectives:

  1. Drive brand awareness across multiple platforms
  2. Drive consideration of John West canned salmon through positive trial of a sample
  3. Convert tryers to buyers
  4. Increase awareness and social reach of ‘Be Your Best’ Facebook competition

Target audience: 

  1. Primary: singles aged 35+
  2. Secondary: couples aged 35 – 59

PINCHme solution: 

  1. Dedicated product landing page
  2. Targeted solus eDM
  3. Social amplification

  4. Flyer insert
  5. Additional promotional eDM
  6. Consumer insights

Results: 

  1. Increased brand awareness; 66% of samplers had not previously heard of John West Skinless and Boneless Salmon
  2. Drove sales conversion amongst samplers previously opposed to buying canned salmon; 76% claim to have gone on to purchase
  3. Over 64,000 unique browsers visited the John West landing page
  4. Branded Facebook post reached 34,000 users and drove 800 competition entries

For more details about this campaign, download the full John West Food Case Study.

For more information on the performance of our campaigns please contact our research and insights team at research@pinch.me