How do you use insight to engage niche audiences?
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Transcript of How do you use insight to engage niche audiences?
How do you use insight to engage niche audiences?
“Thank you again to Sainsbury’s for a
really fun evening. It was lovely to
see a large delegation of senior
managers from the PR, branding,
marketing, online, cooking, and
nutrition teams, all of whom were
very friendly and keen to hear any
comments and suggestions
consumers may have about the
freefrom range. I will certainly be
looking out for the new freefrom
products.”
http://www.beautifulactivenourished.com/2010/02/24/
dinner-chez-sainsburys/
A story…
Sainsbury’s launched their newly improved freefrom range
Sainsbury’s launched their newly improved freefrom range
Which would appeal to a relatively small and a very specific online community - those living with food allergies
But we knew they had very active channels for sharing
advice…
But we knew they had very active channels for sharing
advice…
…and a great nostalgia for foods no longer available to
them…
…and a great nostalgia for foods no longer available to
them…
Image: JeffreyW http://www.flickr.com/photos/7927684@N03/4541045412/Image: JeffreyW http://www.flickr.com/photos/7927684@N03/4541045412/
So, to raise visibility of the newly extended freefrom range, (and place Sainsbury’s as a trustworthy leader for the allergic and intolerant consumer) we hatched a plan to amplify the already positive conversation by ‘catering’ for those needs ourselves…
1000heads + Sainsbury’s set about hosting a freefrom Dinner Party
that would serve dishes we knew the community had missed
1000heads + Sainsbury’s set about hosting a freefrom Dinner Party
that would serve dishes we knew the community had missed
And how did we know they missed the dishes? Because we asked them to create the freefrom dinner party menu, it was their evening and this was the central theme of our engagement
Afterwards we sent them freefrom hampers to try the range at home
Afterwards we sent them freefrom hampers to try the range at home
Everyone had a good time and got to eat food they previously only had fond memories of…
“I salute Sainsburys for selling gluten free oats
and hope that they expand their range to include
more certified gluten free basics like nuts, dried
fruit and a range of gluten free flours that are
made from nutritious whole grains such as Teff,
Sorghum, Buckwheat, Quinoa and Millet. We need
to cook! Coeliacs need to eat real food - not
approximations of the rubbish that caused our
digestive systems to fail in the first place!”
http://milkforthemorningcake.blogspot.com/2010/04/
sainsburys-free-from-gluten-free-oats.html
Word of mouth was 100% positive
44,641 engagements throughout the target
community
14.9% of all online Sainsbury’s consumer discussion during the campaign period was
generated by those involved with the freefrom Dinner
Party
Tomorrow is going to be
a truly exciting day as I
am off to Sainsbury’s
Head Office in London to
take part in an
Intolerance Friendly
Dinner Party. Hurrah!
http://www.theintolerantgourmetblog.com/
journal/2010/2/27/sweet-potatoes-with-turmeric-
lime-and-cream-of-coconut.html [email protected]+44 203 206 2000