Little Fingers is a company that makes 100% organic baby food and is sold in supermarkets. This case study focuses on the brief to plan and execute the ‘Little Fingers Friends Conversion Strategy’ – we were set the challenge of harnessing all appropriate digital channels to grow the database of ‘friends’ (or subscribers) and to engage them with the Little Fingers world online, to meet brand engagement and conversion targets.
Our data acquisition strategy encompassed:
• Website evolution, including revised UX and Content Development
• Online marketing tactics such as PPC and SEO
Consumer engagement via online campaigns in support of partner and on-pack promotions, for example the ‘Taste to Enjoy’ campaign. This was a strategic partnership between Little Fingers and the Early Learning Centre and intended to drive sales penetration and data capture. The integrated on-pack promotion offered 15% off merchandise in ELC stores. Avenue executed the digital aspect of the campaign which consisted of a daily online competition to win £50 of toys, building awareness of the Little Fingers and ELC partnership and encouraging sign ups to become “Little Fingers Friends”.
The results we achieved were impressive and overall, acquisition results superseded expectations, hitting 110.5% of the target. 55% of all new friends acquired during the campaign period came via the website. The three month ‘Taste to Enjoy’ campaign delivered almost 3,000 entries and 79.9% of these were new subscribers.