30th Birthday Activation

In early 2023, Food Lover's Market, a prominent South African supermarket chain, embarked on a unique digital marketing journey to celebrate their birthday and engage with customers in a fresh and innovative way. Teaming up with Hailr, Food Lover’s Market launched a two-month campaign seeking to drive meaningful customer engagement, foster brand awareness, and gather valuable insights into the effectiveness of a gamified marketing approach.

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Campaign Objectives

Goal 1: Engage With Customers

Food Lover’s Market celebrated its 30th Birthday and seeked to share the excitement of this milestone celebration with their customer base.

Goal 2: Enrich Data

As part of an ongoing initiative to improve customer communication and service, the Food Lover’s Market Birthday Campaign prioritised gathering 1st-party data.

Goal 3: Explore New Marketing Channels

Hailr was a new marketing channel for Food Lover’s Market, and represented a step in the direction of gamified advertising.

Goal 4: Drive Traffic to Stores

Another important campaign goal was to send customers to Food Lover’s Market stores and drive sales of the 30th Birthday Celebration Specials that were on offer.

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Purpose of Campaign

The campaign kick-off focussed on Food Lover’s Market 30th Birthday Celebration. Food Lover’s Market wanted to celebrate the occasion with their loyal customers through interactive content and instant rewards. In collaboration with Food Lover’s Market, Hailr created a progressive web application (PWA) which was accessed via links and QRs codes. 

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Take to Market

The take-to-market strategy consisted of sharing information about this collaboration via the Food Lover’s Market website, social media, print (in-store pamphlets and newspapers) and SMS notifications.

Results of Campaign

Goal 1: Engage With Customers

Users registered on the app with phone numbers, email or Facebook logins. After logging in, they could earn game points through engaging with text carousels, a racer game that leveraged iconic Food Lover’s Market branding, videos and a digital scavenger hunt. Game points could then be redeemed for competition entries and airtime vouchers. At the close of the campaign, we observed that on average, users spent over 5 minutes engaging with the platform and returned more than 3 times. With the use of our KPI tracker, we observed that more than 8 out of 10 users consistently engaged with Food Lover’s branded content.

Goal 2: Enrich Data

The campaign gathered user data through a number of data collection tools, including at app registration point, competition entries, and rewarding game points for sharing email addresses and signing up to the Food Lover’s Market newsletter. At the close of the campaign, we observed over 80% of users provided their phone numbers upon registration and just under 25% of users provided their email addresses. This proved to be successful in providing Food Lover’s with a healthily populated customer database.

Goal 3: Explore New Marketing Channels

Food Lover’s Market was excited to expand its marketing strategy through gamified advertising. Hailr’s gamified marketing platform provided users with branded content, gathered information on their customer base, and drove users into stores with the goal of increasing sales.

Goal 4: Drive Traffic to Stores

With the use of Hailr’s geo check-in mechanic, Food Lover’s aimed at increasing foot traffic at stores across South Africa. This mechanic proved to be a success as we observed a huge number of check-ins at various Food Lover’s stores across the country. We also noticed a large number of users checked in on the same day they registered, and on average users checked in more than twice. Overall, the Food Lover’s Market Birthday campaign proved successful in driving users into stores, achieving this objective with ease.

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Conclusion

The Food Lover's Market Birthday campaign, in collaboration with Hailr, achieved its objectives by providing an engaging and innovative digital experience for customers. The two-month campaign successfully increased customer engagement, built a comprehensive customer database, explored new marketing channels, and drove significant foot traffic to stores across South Africa. Through the integration of gamified advertising, Food Lover's Market not only celebrated its birthday in style, but also gained valuable insights into the effectiveness of innovative approaches in fostering brand awareness and customer loyalty.

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