Case Study: Tropicana eCRM programme

The challenge

A relatively small group of consumers account for a surprisingly high proportion of Tropicana's overall sales. This group is therefore incredibly important to the brand. We were tasked with creating a programme to drive loyalty amongst this group - a programme that could live ongoing and run in parallel with any advertising.

We developed an eCRM programme, with the website serving as the hub for eCRM content.
The 'creative platform' from which we derived eCRM content was 'breakfast perfection'. Breakfast is the brand's key consumption occasion and has become part of the brand's DNA.
Hence we created "The Tropicana Breakfast Club" - a creative wrapping for a wealth of compelling breakfast-related content, most notably 44 amazing breakfast holiday experiences to be won over 2010.

Benched against industry norms and our own internal measures, engagement levels (open rates, click throughs, dwell time) are the highest we have witnessed for any such activity.