Campaign Cases
Changing Habits: 53% of Customers Switched from Their Usual Brands to Those Featured in Our Campaign
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When a commercial initiative is well designed, it doesn't just drive sales—it changes preferences.
Impact
Sales results confirmed the behavioral shift: participating products grew by 6.9% during the campaign, while the rest of their categories declined by 0.2% over the same period—a 7.1 percentage point performance gap between participating and non-participating products.
A survey conducted during the campaign revealed that 53% of customers chose participating products simply because they were highlighted on the shelf, demonstrating a direct and measurable change in purchasing behavior.
01
The Challenge
At a leading South American retail chain, we developed a commercial campaign designed to encourage our best customers to increase both their purchase frequency and overall spending through a purchase-based rewards accumulation mechanism.
02
The Opportunity
Each featured product represented a double opportunity: increased consumption for the retailer and greater customer preference for the sponsoring brands.
03
The Solution
We designed a purchase-based rewards accumulation program in which products from sponsoring brands provided additional benefits. Over a four-month period, 225 brands and more than 5,000 SKUs participated, with in-store shelf signage guiding customers’ purchase decisions at the point of sale.
In Numbers
01
225
Participating brands
02
+5.000
Participating SKUs
03
53%
of customers chose participating products because they were highlighted on the shelf
04
+6,9%
Sales growth of participating products
05
0,2%
Sales change in non-participating products
06
7,1
percentage points difference between participating and non-participating products
Conclusion
When a campaign successfully influences customer choice, the impact is reflected directly in the performance of participating brands.
During the campaign, participating products grew by 6.9%, while the rest of the category remained flat. This performance gap was accompanied by a tangible shift in purchasing behavior: more than half of customers chose participating products during their in-store shopping journey.
These results demonstrate how loyalty campaigns can become an effective tool for increasing brand relevance within a category and accelerating brand growth.