RECENT CAMPAIGNS

Loyalty Campaign & Contest

Client: CherryBerry Self-Serve Yogurt Bar
Category: Fast Casual, Quick Serve
Click to view photos. Project summary after the jump. 

Goal: Increase fan databse of information & online fanbase

Strategy: We created a contest offering free yogurt for a year. To enter, fans must have picked up a loyalty card and registered it online, thus adding to CherryBerry's database through their loyalty card provider, Valutec. To boost social media numbers, fans could earn extra entries by Liking the national Facebook and Twitter profiles, as well as their local store profiles. This encouraged buy-in from the franchisees because not only would they have access to the database, their local social profiles were getting promoted as well. We also incorporated a health poster into this campaign since it was launching at the beginning of January. 

Results: This contest is not yet over but in the first month over 5000 fans entered, the national fanbase increased by 4%, and online Facebook engagement on the national page was up almost 60%!

Holiday Campaign

Client: CherryBerry Self-Serve Yogurt Bar
Category: Fast Casual, Quick Serve

Strategy: We created a holiday campaign for CherryBerry to produce more traffic during December, and to increase gift card and merchandise sales with "gift packages." Stores were encouraged to include tshirts that they wanted to move into a package with a gift card and a collectable reusable plastic cup. The cups will be revamped each year as a collectable item. Like the fall campaign, we promoted multiple flavors, however this time we did not include the flavor names on the posters because so many stores sell out of popular holiday flavors so fast. Again we made sure to communicated that the flavors and gift packages were only available for a limited time. 

Results: Gift packages and reusable cups sold best when pushed as teacher gifts by some of the CherryBerry locations. CherryBerry reported higher December numbers nationwide in 2012 than they'd had in 2011! 

Fall Flavors Campaign

Client: CherryBerry Self-Serve Yogurt Bar
Category: Fast Casual, Quick Serve

Strategy: We created a fall campaign for CherryBerry to produce more traffic during the colder months. Previously, they had been focusing on one flavor per month, which is costly to the store operator, and alienates consumers who do not care for that flavor. This promotion instead pushed that fall flavors were back and lasted for two months. We made sure to communicated that the flavors were only available for a limited time to give a sense of urgency to the promotion. In addition to standard posters and coil wobblers at the froyo dispensers, we also did individual social media images and posters for each flavor for individual stores to use as they please, knowing that not all stores carry all of the flavors at once. We also incorporated a mini promotion for Halloween into the fall kit. 

Results: Customers immediately responded online with excitement to the new social media images. CherryBerry reported higher fall numbers nationwide in 2012 than they'd had in 2011!