A mobile test campaign by Hillshire Brands using beacon and geofencing technologies increased brand awareness and sales of its American Craft Link Sausages. The program ran from April-June across the top 10 markets in the U.S.
The campaign, which used beacon technology to deliver coupons to consumers on their Apple and Android phones as they entered stores, delivered a 20 percent increase in purchase intent for those who received the messages. That figure, according to the Hillshire, represents a 500 percent increase over the consumer packaged goods (CPG) industry average for mobile ads.
"The real, groundbreaking news here is that this is the first-ever data release from beacons in terms of their effectiveness in shopping and retail," Todd Dipaola, CEO of inMarket, a shopper marketing platform that worked with Hillshire on the test, told Adweek.
"Initial results have made this programming a very attractive marketing asset for us," David Ervin, director of integrated marketing for Hillshire Brands, told the Chicago Tribune. "We are excited with the results thus far and will certainly look to leverage it within future marketing activities when it makes sense."
Based on the success of the recent test, Hillshire plans to roll out a similar campaign for its Jimmy Dean sausage in the fall.
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