PepsiCo recently partnered with an influencer marketing company to generate brand awareness for its Sunbites Snack Crackers.
The company, Social Soup, stepped up with an app that features in-store real-time voucher technology to help PepsiCo with its national campaign.
Using the Social Soup app, 2000 influencers scanned the Sunbites products in Woolworths and Coles stores and were given a voucher to redeem at the checkout, scaling trial on the path to purchase.
Social Soup also recruited micro-influencers to engage their social communities and create high-quality influencer generated content (IGC) through the program, reaching more than 1.2 million people.
Social Soup founder and CEO Sharyn Smith described the use of the voucher technology as “game-changing”.
“One of the traditional challenges of sampling campaigns has been the cost of getting product to people to consume in their home, creating a real-world experience,” Smith said.
“With our voucher delivery system in the Social Soup app, we know when a customer has the product in their hand and we can deliver them a voucher to redeem at the checkout.
“This allows us to know where the customer is and track their full experience journey with the product and get feedback.
"Ultimately we can also reward them for sharing in social media which provides authentic influence from a real experience.”
The ‘in-app’ technology facilitated instore ‘off-shelf’ sampling from consumers’ local supermarkets via an e-voucher system.
Collectively, the in-app mechanics smoothly enabled scalable trial, social reach, reduced lead times, full transparency, targeting and product education.
