Updated: Mar 10, 2020
Objective:Re-engage a valuable database of loyal Skinny Cow "Club Skinny" members and have them complete a survey to gain learnings about brand affinity and purchasing behaviors.
Strategy:Introduce Skinny Cow loyalists to #TheNewSkinny by driving messaging that includes: new packaging, a cleaner ingredients label and new protein snacks with colorful and succinct copy. Incentivize loyalists to fill out survey by offering free Skinny Cow ice cream coupon and swag.
Outcome:Of the 500 loyalists emailed we received 784 survey responses (largely due to fans sharing the email with friends and family). The survey collected information about brand affinity, re-stage/new item awareness and purch