How Dixie drove 99% completion rate for in-store videos

Brief:

Dixie, the brand of paper products made by Georgia-Pacific, boosted awareness for its line of Ultra Deep Dish Plates with a campaign on shopping rewards app Shopkick. The effort generated more than 16 million impressions and saw a 99% completion rate for a branded video that was delivered while shoppers held the package, according to data shared with Marketing Dive.
More than 1.7 million in-store impressions were delivered at Walmart stores nationwide. The campaign also drove incremental purchases, as nearly half of buyers said in a survey that they hadn't planned to buy Dixie products before visiting the store.
Shopkick incentivized consumers with "kicks" — the app's rewards currency — to seek out the plates in stores and interact with the products. The tech company's 2D image recognition and post-scan video features let the CPG brand highlight product details and activate the branded video when shoppers were most ready to buy.

Insight:

Dixie's awareness campaign on Shopkick generated positive results for the household brand that's more than 100 years old. Despite its name recognition, Dixie is among the CPG brands that face growing competition from private-label brands. Private labels are forecast to take as much as $64 billion in sales from nationally advertised brands over 10 years as their share of the CPG/food market grows from about 18% in 2017 to 26% in 2027, according to Cadent Consulting Group. By collaborating with Shopkick, Dixie urged shoppers to visit stores, view a brand video and, in many cases, make a purchase, demonstrating how mobile and in-store efforts can drive both brand awareness and sales.

Numerous brands have worked with Shopkick on in-store marketing campaigns. Haircare brand Schwarzkopf used Shopkick's post-scan video and location technology at stores to demonstrate hair coloring by letting shoppers use their phone to scan a product box and watch a short video that showed the appearance of each hair coloring. Schwarzkopf saw a 96% video completion rate and a 2.1-times ROI with the shopping rewards app that mobile consumers could use in Walmart. Shopkick aims to help consumers get more personalized information in stores with its points rewards while giving them a reason to spend time researching a brand.

In stores, smartphones and other tech continue to be key shopping tools, especially for price comparisons. Retailers have responded to the trend by developing apps specifically for people who research products on a phone while cruising through aisles. More than half of consumers (57%) have used a retailer's mobile app while in store, according to a Yes Marketing survey. As for retailers, 50% said a mobile shopping app is a top priority for their omnichannel strategies, while 45% listed mobile points of sale as another key to their plans, per a survey by mobile commerce platform Shopgate.