SPAR

PROJECT: CONSUMER ENGAGEMENT CAMPAIGN

An engaged customer is a more likely to purchase customer

Each Autumn, SPAR run a ‘Your Night In’ campaign – with the winter nights drawing in and consumers spending more time at home in 2020 than ever SPAR wanted to elevate the opportunity to promote their more indulgent meals with a multi-channel campaign that would drive consumers to engage online and offline.

 

Bringing fresh thinking to an annual campaign

Historically, the ‘Your Night In’ campaign only highlighted offers and in-store deals. With the shift in consumer circumstances SPAR were looking for a different approach that would engage with the audience and push the quality of products to drive purchases and brand engagement.

Creative led by insight

We created SPARsonas – nine unique eating personalities that directly related to the products SPAR wanted to promote. As humans the way in which we do things can be very different – there is no wrong or right in many cases, just quirks that make us unique. Some eat pizza with a knife and fork, some like to fold it and others simply like to let the cheesy slice droop straight into their mouth. Our cross-section of SPARsonas allowed consumers to identify and connect with these personalities.

An audience hook and an incentive

Humour can help keep your brand fresh and versatile. When used appropriately it can make your brand more memorable and stand out from the crowd. This teamed with the urgency of a competition can drive consumers to take advantage and action quickly.

SPAR consumers often get involved with competitions, so we asked consumers to craft their own SPARsona, with the chance of not only winning a prize, but to have their SPARsona created and shared across social channels.

The competition social post alone resulted in:

  • 34,000 reach
  • 2,103 comments
  • 2,390 competition entries

Creative that moves the dial

Organic campaign launch across social:

  • 16,662 Reach (+220% on the average post)
  • 590 Engagements (+500% on average post)

Paid social activity:

  • 2.2 million Impressions
  • 38,358 Click Throughs
  • Resulting in their highest ROI on paid media in 2020

Email:

  • 21.1% Open rate
  • 3.2% CTR

“The SPARsonas campaign was a fun and engaging way to interact with our audience during what was a difficult time for everyone. The competition was great, with some very creative SPARsonas being suggested across Facebook and Instagram!”

Digital Marketing Manager

SPAR UK

+220%

Reach on the average organic post

+500%

Engagement on average organic post

2.2m

Impressions on paid social

CREATIVE CAMPAIGN

EMAIL MARKETING

APP CAMPAIGN

GO UP