Our work

Our work

The challenge

The challenge

  • Every year Walkers launches a number of highly engaging consumer promotions that capture the imagination of the nation. As owners of eCRM, we are tasked with amplifying and leveraging these promotions to generate excitement and advocacy amongst the Walkers database of nearly one million crisp fans.
  • What's more, we are also challenged to engage those database members who choose not to participate in the core brand promotions.

The solution

the solution

  • Through analysis of the ever-growing information we gather from the database, we are able to segment consumers and tailor our email content accordingly.
  • Content is inspired by core promotional themes or manufactured according to what our insights and learnings tell us will best perform against certain segments.
  • Constant testing ensures we are able to shape the programme ongoing, optimising timing, frequency and content type.

The results

The results

  • Confidential transactional data is proving the case for the programme ongoing.
  • During the recent "Do Us A Flavour" campaign, the eCRM helped generate one million flavour entries and a subsequent one million votes.