Hellmann's Success Story
Hellmann’s Vegan Mayonnaise recommended by 97% of consumers
Objective
As a part of their widespread ‘Veganuary’ campaign, Hellmann’s wanted to reach new, non-vegan, consumers.
Solution
Hellmann’s gave consumers the opportunity to claim two sachets of their Vegan Mayonnaise, via a Facebook Lead Ad. The brand controlled the ad creative, targeting and spend whilst utilizing SoPost’s platform, data, fulfillment and analytical capabilities.
One of the main aims was to collect as much qualitative feedback as possible. This was achieved by asking consumers to leave a written review about their sample. Overall, Hellmann’s collected more than 3,000 written reviews about their vegan mayonnaise.
40,000
targeted consumers received a sample
Results
Consumers who received a sample were contacted via email after their moment of trial to provide feedback and reviews.
84%
of reviews were five-star 3,138
reviews received from consumers 48.5%
of consumers agreed to receive further marketing from Hellmann’s
97%
of respondents have recommended or will recommend the product to a friend
35.6%
of consumers had already purchased the full-size product before leaving a review