Thomas’ Bagel Thins Achieve Rich Results:
Thomas’ bakers (the English muffin people) recognized that many consumers want the taste and texture of bagels, but don’t necessarily want all the calories that go along with them. So in early 2010, they launched Bagel Thins bagels, a breakfast favorite with less guilt.
Goal: Drive Sales, Increase Awareness
Consumers were attracted to Bagel Thins bagels because of its 110 calorie count, but research showed they stayed with the product for its taste. But many were hesitant to try. For bagel fans – could a thin bagel really deliver a true bagel experience? For calorie counters – could a bagel be guilt-free? Given this dynamic trial and recommendations were key. So Thomas’ included a BzzCampaign as part of their integrated media plan designed to grow brand share.
The campaign was tasked with converting product trial to sales, and Thomas’ needed proof of that impact. So BzzAgent partnered with SymphonyIRI Group to run a Matched Market Test analysis (Test and Control) to measure the sales lift and ROI directly attributable to the BzzCampaign.
Campaign Strategy: Exclusive Experience and Product Trial
The BzzCampaign engaged 10,000 consumers, 18+ who identified themselves as health conscious. Because of the Matched Market Test analysis, the program excluded people who lived in two control markets, but opened participation to eligible Agents in other markets where the product was available. As with all BzzCampaigns, participants were selected from BzzAgent’s network of influential brand advocates and Agents needed to opt-in to join the program.
Since trial was an essential part of this campaign all participants received one free coupon to spur immediate purchase. The mailing also included:
- A printed collateral piece, the BzzGuide, with detailed product information and tips for spreading the word
- 4 pass-along coupons
- 3 Thomas’ magnets to use and share
Results: Sales Lift, Positive ROI
Agent response to the Thomas’ Bagel Thins bagels was overwhelmingly positive. 90% of Agents reported a positive opinion at the end of the campaign and they submitted over 1,700 reviews with 4+ stars. Agents were aligned with the Bagel Thins value proposition, loving the calorie count and its true bagel taste and texture.
The campaign reached over 1 million people via in-person and online conversations. Facebook, Twitter and blog posts – coupled with reviews on amazon.com and videos on YouTube– earned Thomas’ bakers coveted consumer-generated media that supported their paid and owned channels.
Nielsen BuzzMetrics tracked an increase in online conversations about the Thomas’ brand and Bagel Thins bagels, corresponding directly with the campaign timing. The campaign also increased positive sentiment for Bagel Thins by 10 %.
All of this activity directly impacted product sales. The Matched Market Test analysis, conduced by SymphonyIRI Group, analyzed in-store sales data to measure the lift in sales volume and units sold in test markets. Based on this sales impact, they calculated the ROI for the campaign.
The results from this analysis proved:
- A positive lift in sales volume during a 12-week period (during and immediately following the campaign period)
- On average, each Agent influenced double-digit purchases
- A positive return on Thomas’ Bakers BzzCampaign investment
This third-party validated sales data, coupled with extremely strong coupon redemption rates- nearly 2X greater than standard coupon redemption, ensured the client team was highly satisfied with the results of their BzzAgent program.
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