Dannon Case Study

Dannon Case Study
Customer Re-Engagement and Acquisition
Through Promotional Email Marketing Campaign
SUMMARY
Dannon sought to re-engage a list of inactive email members
from within the Activia email club database. They decided on a
promotional campaign to drive awareness, traffic and overall
customer engagement. Using a combination of email and social
sharing technology to reach beyond their current list, Dannon was
able to incentivize and reward their members with a higher offer.
CHALLENGE
1. Re-engage inactive email database.
2. Raise brand awareness and drive consumers
in-store to purchase.
3. Grow CRM database through acquisition of
new customers, via social sharing.
SOLUTION
Dannon developed a series of emails to be sent out over a onemonth period integrating RevTrax OpenShare® Rewards. The email
marketing campaign was simple: provide current inactive database
customers with a coupon valued at $1.00 off an Activia 4-pack. The
coupon offer was used to re-engage list members with the Dannon
Activia brand.
CAMPAIGN RESULTS
30,000
Additional customers in
database
70%+
250%
Promotion traffic from
new customers
REACH
Increase of traffic
to promotion
REDEMPTION DATA
40,000
shares via social
media and email
To make the offer even more appealing, the user was encouraged
to share the offer with friends and family across Facebook, Twitter
or via email to receive an even higher promotional coupon, $1.50
off the same product. By offering a higher-value coupon option,
Dannon could increase brand loyalty and acquire deeper insight into
the sharing behavior and redemption patterns of the consumers.
22,000
redemptions
61%
At the conclusion of the one-month promotion, the results were
remarkable. Not only did the data reveal top states and retail
locations for redemption rates, it also enabled marketers to segment
the database, as well as re-engage and target future email campaigns.
90%
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of new customers are
now Dannon® email
club subscribers
redemption rate
for higher-value
offer print
ENGAGEMENT
5%+
of current inactive
database re-engaged