Supernova Award Category

The Problem

Even with a well-recognized brand, Flora Pro Activ was aware of the importance of being able to deliver a sustained long-term message to transform consumers’ way of thinking in the area of healthy eating. While traditional advertising channels delivered incredibly high impact messages and vast reach, Flora Pro Activ wanted to better understand how it could make use of digital channels to engage with consumers on a personal level.

With a detailed knowledge of the media consumption habits of the Flora Pro Activ customer base, the company was fully aware of the complexity of their message and the need for multiple touch points in order to have a lasting impact. As such, Flora Pro Activ identified digital marketing as the optimal medium for message delivery.

With a goal to increase sales opportunities, the company turned to the partnership of Mind Share World and Teradata Interactive, a team comprised of seasoned professionals with collective expertise in every aspect of digital marketing, to develop an effective lead generation campaign.

The Solution

Flora Pro Activ's campaign objective was to achieve customer engagement through the promotion of a healthy lifestyle. In order to make sure their message encouraged action, Flora Pro Activ required a holistic approach to its digital marketing program including strategic plans, creative services, and continued management of highly complex campaigns. One such campaign focused on healthy living and encouraged consumers to register for Flora Pro Activ’s 21 day challenge, a program developed to kick-start a healthy lifestyle by following set guidelines.

After campaign recipients were identified, Flora Pro Activ focused on their channel strategy in relation to email and the web. By leveraging customer information, Teradata Interactive created individualized advertising collateral to be utilized on Flora Pro Activ’s website and in email communications. In addition, extensive subject line testing was undertaken to ensure maximum impact before the campaign was executed.

The results

Flora Pro Activ was able to develop and implement a solid campaign strategy, with ongoing analysis and optimization. The healthy living campaign was extremely successful in capturing the attention of Flora Pro Activ’s target audience and led to impressive results. After being promoted to more than 2.5 million targeted profiles across the United Kingdom, the campaign generated more than 600,000 unique views, far exceeding expectations.

Email success continued long after initial implementation. The promotional activity generated more than 162,000 clicks with a click to open rate well above industry standards at 41%. Furthermore, over 17% of users who took action and followed the promoted website link continued to register for the 21 day challenge, leading to more than 27,000 registrations in a two month period.

Vendors provided Flora Pro Activ with the digital expertise needed to execute a successful lead generation campaign. The team’s strategy improved Flora Pro Activ's brand impact through an individualized approach. As Flora Pro Activ looks to the future, the organization will be able to capitalize off their success to connect with their newly generated marketing subscription base on an individual level.

Metrics

• The healthy living campaign was promoted to more than 2.5 million targeted profiles
• The campaign generated more than 600,000 unique views
• The campaign generated more than 162,000 clicks
• Click-to-open rates rose to 41%
• 17% of users who took action and followed the promoted website link continued to register for the 21 day challenge, leading to more than 27,000 registrations in a two month period

The Technology

Flora Pro Activ utilized Teradata’s Digital Marketing capabilities and Teradata Interactive’s services as the technology foundation for campaign execution. Teradata enables Flora Pro Activ to leverage individualized insights to power marketing, provides Flora Pro Activ with the data they need to know more about marketing, and the agility and tools needed to ignite action. This is data-driven marketing in action.

Disruptive Factor

At the onset of campaign development, Flora Pro Activ classified their target market as health conscious consumers. However, at the time, Flora Pro Activ didn’t have a sure fire way to identify individuals in that category. Teradata Interactive performed a segmentation strategy assessment to evaluate Flora Pro Activ's targeting abilities. The assessment included a formal analysis of Flora Pro Activ's email network and a breakdown of associated customer attributes such as brand propensities, behavioral data and 1st party survey results. By gathering all available customer information, Flora Pro Activ was able to identify the correct segments for the healthy living campaign. Utilizing customer information to create individualized conversations was a major move for Flora Pro Activ and unprecedented in their niche industry. 

Shining Moment

One of Flora Pro Activ's most out-of-the-box initiatives happened after initial engagement. Once interest was piqued, customers were taken to a microsite that captured registration information and customer response data. Each new registrant was entered into a welcome program designed to reinforce Flora Pro Activ's message, kick-start the registrant’s 21 day challenge and motivate the individual to keep on track with a healthy lifestyle.