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INNOVATION IN MULTICHANNEL MARKETING: MCCAIN - IT’S ALL GOODHow McCain use integrated multichannel to drive brand consideration and sales

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Business Challenge and Solution Strategy

Following the success of their initial electronic customer relationship marketing (eCRM) strategy, McCain wanted to build on this foundation and increase engagement with consumers across all touchpoints.

To drive online engagement to develop long-term loyalty McCain sought to:

Create a new online hub supporting the ‘It’s all good’ message Encourage user participation and engagement Increase the customer database by 10% each month Increase brand awareness, brand consideration and sales

McCain and their agency, Underwired Amaze launched a strategy aimed at deepening the brand’s relationship with existing consumers over the long term through frequent, personalised communications and content. These interactions were enabled via the Agillic Dialogue marketing platform.

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New hub focuses on interaction and engagement

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Rewards and incentivisation are tracked and rewarded

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Games, recipes and videos are personalised, with links to social networking

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Key Results

In the first month since launch, the campaign is already exceeding expectationsfor engagement and interaction:

Database increased by 11% with 80% opted in Hub games played 15,000 times 11,500 spud shillings earned 10,000 competition entries

Crucially, integrated engagement has delivered in 2 impressive ways:

Brand consideration is up 11% compared with control Average purchase frequency is up 3%