1. THE CHALLENGE
Building Australia’s most engaged baking community
Working within a challenging FMCG category, CSR Sugar sought to differentiate itself from the negative stigmas associated with sugar consumption in aim of building Australia’s most engage baking community.
2. OUR THINKING:
Engaging a highly relevant and engaged community
We knew that for any media activity to be successful if an extremely competitive category like recipes, we need to ensure that we were engaging and highly target audience. For this to be achieved we first needed to understand consumer motivations and how this could be leveraged to capture.
3. OUR PROCESS:
Understanding customer needs
CSR Sugar and GMG worked together to define their customers by demographics/ psychographics. Coupled with quantitative analytics analysis, uncovered the insights needed to redesign and develop CSR Sugars campaign landing page and sign-up process.
4. OUR Solution:
Conversion Rate Increased
After reconfiguring CRS Sugars media targeting and implementing the new landing pages sign-up process CSR Sugar’s conversion rate increased from 0.09% to 17.2% with a highly decreased database attrition rate.