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© 2010 Agillic
Not for use or distribution without written permission. 1
INNOVATION IN MULTICHANNEL MARKETING:
MCCAIN - IT’S ALL GOOD
How McCain use integrated multichannel to drive brand consideration and sales
© 2010 Agillic
Not for use or distribution without written permission. 2
Business Challenge and Solution Strategy
 Following the success of their initial electronic customer relationship
marketing (eCRM) strategy, McCain wanted to build on this foundation and
increase engagement with consumers across all touchpoints.
 To drive online engagement to develop long-term loyalty McCain sought to:
 Create a new online hub supporting the ‘It’s all good’ message
 Encourage user participation and engagement
 Increase the customer database by 10% each month
 Increase brand awareness, brand consideration and sales
 McCain and their agency, Underwired Amaze launched a strategy aimed at
deepening the brand’s relationship with existing consumers over the long
term through frequent, personalised communications and content. These
interactions were enabled via the Agillic Dialogue marketing platform.
© 2010 Agillic
Not for use or distribution without written permission. 3
New hub focuses on interaction and
engagement
© 2010 Agillic
Not for use or distribution without written permission. 4
Rewards and incentivisation are tracked
and rewarded
© 2010 Agillic
Not for use or distribution without written permission. 5
Games, recipes and videos are personalised,
with links to social networking
© 2010 Agillic
Not for use or distribution without written permission. 6
Key Results
In the first month since launch, the campaign is already exceeding expectations
for engagement and interaction:
 Database increased by 11% with 80% opted in
 Hub games played 15,000 times
 11,500 spud shillings earned
 10,000 competition entries
Crucially, integrated engagement has delivered in 2 impressive ways:
 Brand consideration is up 11% compared with control
 Average purchase frequency is up 3%

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Econsultancy multichannel innovation mc cain underwired agillic

  • 1. © 2010 Agillic Not for use or distribution without written permission. 1 INNOVATION IN MULTICHANNEL MARKETING: MCCAIN - IT’S ALL GOOD How McCain use integrated multichannel to drive brand consideration and sales
  • 2. © 2010 Agillic Not for use or distribution without written permission. 2 Business Challenge and Solution Strategy  Following the success of their initial electronic customer relationship marketing (eCRM) strategy, McCain wanted to build on this foundation and increase engagement with consumers across all touchpoints.  To drive online engagement to develop long-term loyalty McCain sought to:  Create a new online hub supporting the ‘It’s all good’ message  Encourage user participation and engagement  Increase the customer database by 10% each month  Increase brand awareness, brand consideration and sales  McCain and their agency, Underwired Amaze launched a strategy aimed at deepening the brand’s relationship with existing consumers over the long term through frequent, personalised communications and content. These interactions were enabled via the Agillic Dialogue marketing platform.
  • 3. © 2010 Agillic Not for use or distribution without written permission. 3 New hub focuses on interaction and engagement
  • 4. © 2010 Agillic Not for use or distribution without written permission. 4 Rewards and incentivisation are tracked and rewarded
  • 5. © 2010 Agillic Not for use or distribution without written permission. 5 Games, recipes and videos are personalised, with links to social networking
  • 6. © 2010 Agillic Not for use or distribution without written permission. 6 Key Results In the first month since launch, the campaign is already exceeding expectations for engagement and interaction:  Database increased by 11% with 80% opted in  Hub games played 15,000 times  11,500 spud shillings earned  10,000 competition entries Crucially, integrated engagement has delivered in 2 impressive ways:  Brand consideration is up 11% compared with control  Average purchase frequency is up 3%