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Case Study

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Product sampling and awareness campaign to launch Batchelors canned soup in the North of England

 

Project - In order to support the £3m TV advertising and coupon door-drop campaign in the Granada and Yorkshire regions, Nexnet was retained to plan, manage and implement a sampling and awareness campaign. Nexnet successfully sampled 100,000 cans of soup with consumers in two phases, while also delivering additional media exposure through regional press.

Audiences - Consumers. Those who received samples, and those who read about the campaign in their regional media.

Campaign - Nexnet set up promotions with large-circulation newspaper groups whereby they gave away cans of soup to consumers who either collected tokens printed in the paper, or who bought a newspaper at selected sampling sites. The deal was structured to guarantee quality exposure for the product in the newspaper at minimum cost to the client.
 
Key benefits included: brand exposure paid for by product rather than money; exposure carried the perceived endorsement of the newspaper; product delivered in bulk to newspaper; responsibility and costs of distribution rested with newspapers running the promotion.
 
Results - Both phases, each sampling 50,000 cans, achieved the following newspaper-endorsed exposure:
·         Space equivalent to £30,000 in advertising
·         Average six exposures in each newspaper, reaching a total of 2.8 million readers
·         Exposure on 10,000 newspaper billboards
·         Exposure at 84 outdoor sampling sites, through posters and branded clothing
 
Budget - £7,500 for fees and incidental operating costs.Cost per sample 15p
 

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10 REASONS TO CHOOSE NEXNET 

Specialists in raising profiles through news media
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Eighteen years of reliable, high-quality service
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Experience working on leading consumer brands
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Operate at board level in organisations large & small
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Help for young, aspiring businesses to grow fast
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Major issues and crisis management expertise
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UK-wide client base served from our Leeds office
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Great testimonials from satisfied clients

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