FMCG Lucozade drive sales mobile messaging

Lucozade: Promote new Revive energy drink

Objective

To drive sales and awareness of Lucozade’s new energy drink Revive.

Strategy

Weve targeted adults’ ages 18-34 years old with a picture message sent on a weekday afternoon. The message notified customers about where they could purchase Lucozade Revive at a discounted price. The message was delivered in central regions of the UK in conjunction with an out-of-home advertising campaign.

Results

1 in 5 media driven sales came from mobile messaging.

40% more efficient than other media channels in driving sales.

Sales increased by +8% when out-of-home campaign ran in parallel.

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