Like most brands post GDPR in 2018, SlimFast’s consumer database volumes had dropped significantly.
From this position, we were briefed to create a recruitment campaign to organically rebuild the CRM database by 100%.
SlimFast had developed their ‘Got My Shake On’ campaign for 2019 which acted as a springboard for ideas when brainstorming on how we could effectively create a platform to grow the database.
We also identified that many consumers start thinking about their summer plans in May in preparation for a holiday, festival or weddings, and the majority of the consumers who visited the SlimFast website at that time were aged 25-54 and were looking to get in shape before summer began.
With this in mind, we set out to create a vibrant competition ‘summer hub’ that supported the SlimFast summer campaign ‘Got My Shake On’. The summer hub hosted content that we identified would be interesting to the SlimFast audience, and would also offer consumers a chance to win weekly and monthly prizes.
The campaign ran across the summer months; May, June and July, with three headline themes of fashion (£500 ASOS voucher), unique getaways (a glamping holiday) and summer socialising (a bbq set), with the themes identified from consumer insights. A weekly prize draw was also running alongside the monthly prize draws, offering entrants the opportunity to win a 7 Day Kit – Berry Edition – which encouraged trial of the product.
Creatively, the hub look and feel followed the SlimFast brand and the summer brand campaign look and feel, but with with fresh injections of summer fun, bringing to life the sassy nature of the brand. Content was kept fresh throughout the campaign with delicious recipes being added weekly, along with top tips for the perfect summer.
The promotion ran for three months, and by the end of the campaign – the database had grown by 111%,
Due to the success of the summer hub, plans for a winter hub are now in place and will launch at the end of this year.