As a part of their widespread ‘Veganuary’ campaign, Hellmann’s wanted to reach new, non-vegan, consumers.
Hellmann’s gave consumers the opportunity to claim two sachets of their Vegan Mayonnaise, via a Facebook Lead Ad. The brand controlled the ad creative, targeting and spend whilst utilizing SoPost’s platform, data, fulfillment and analytical capabilities.
One of the main aims was to collect as much qualitative feedback as possible. This was achieved by asking consumers to leave a written review about their sample. Overall, Hellmann’s collected more than 3,000 written reviews about their vegan mayonnaise.
Consumers who received a sample were contacted via email after their moment of trial to provide feedback and reviews.
of consumers agreed to receive further marketing from Hellmann’s
of respondents have recommended or will recommend the product to a friend
of consumers had already purchased the full-size product before leaving a review