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Alaska grabs its opportunity to milk its products

Alaska grabs its opportunity to milk its products

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For decades, Alaska Milk Corporation has made it its mission to provide affordable nutrition for Filipino homes. Last year, as more consumers were left with limited options because of the pandemic, home cooking in the Philippines skyrocketed.

Understanding the evolving nature of consumer behaviour, Alaska Milk Corporation launched the Alaska Creamy Chicken, and Beef Evap, its first-ever flavoured evaporated milk innovation. The team at Alaska wanted to get its products into the hands of consumers who prefer to cook at home, rather than have ready-made food delivered to them.

However, unlike the typical strategies and tactics that would generally work for new product launches in a pre-COVID world, executing an on-the-ground sampling activation proved an almost impossible task amid the restricted movements because of the pandemic.

Banking on Grab’s reach in the Philippines, Alaska Milk tapped on GrabMart’s extensive network of merchants to distribute 10,000 samples of its Alaska Creamy Chicken, and Beef Evap, to its targeted audience who purchased groceries online through the super app’s highly engaged user base.

In a conversation with MARKETING-INTERACTIVE, in collaboration with GrabAds, Manuel Cajumban, head of GrabAds Philippines, said: “To meet Alaska’s objectives, we reimagined the product sampling framework by leveraging our network of GrabMart merchants to get the Alaska Creamy Chicken, and Beef Evap, product samples delivered to consumers who ordered groceries, fruits and vegetables, and other cooking ingredients, to encourage them to try out new products.”

He added that amid the pandemic, Grab proved to be a safer alternative for brands such as Alaska, who were hungry to execute product sampling campaigns.

By partnering with the relevant GrabMart merchants, Alaska was able to include a free product sample with a relevant order from a participating GrabMart merchant. This was then safely delivered to consumers’ doorsteps by Grab riders.

“This not only allowed for contactless execution, but it also gave the brand an opportunity to encourage product sampling in an environment where consumers weren’t going out of their homes as often as before,” he said.

Moreover, the sampling campaign provided brands with the opportunity to encourage consumers to purchase their products after trial. Marketers could easily re-target consumers that received a free sample via in-app ads, and lead them to their online store, or GrabMart merchants, where their products are available.

 A native push

To generate further awareness for the products, Alaska Milk also tapped into the creative nature of Native Image Ads on GrabAds. These ads provided Grab users with the option to receive a free sample of the Alaska Creamy Chicken, and Beef Evap, when they shopped with selected GrabMart merchants.

grab alaska casestudy 1

Interestingly, from the campaign, Grab and Alaska saw that female consumers were more likely to click on the Native Image Ad than males; and females were also the top affinity audience. Moreover, frequent GrabFood users were likely to click on the ad, with Asian cuisine and fried-food buyers, being part of the top three affinity audiences.

As for the products themselves, both sets of creatives for the chicken and beef variants yielded the same CTR, which suggests both variants were equally attractive to the market. The campaign ran for a total of three months, enticing consumers in a different manner.

The combined efforts saw the campaign reach 856,000 unique users with approximately 1.3 million in impressions, plus a 0.56% CTR on its ads. At the end of the campaign, 100% of the 10,000 samples were distributed – an achievement in a time of restricted movement and limited interactions.

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