Turning social-media followers into measurable purchases.

The brief

The brand wanted to understand how its social-media followers were — or weren’t — converting into real purchase activity. It also wanted to drive incremental footfall to a major retailer and prove the impact attributable to a digital push.

The mechanic

The brand was already running a points-based loyalty mechanic where consumers earned points by entering Hive IP unique codes from packs. A digital activation invited social followers to donate their points to a charity partner. Each subsequent purchase — tracked through unique-code entries — could then be attributed back to the social activation.

Separately, a geo-targeted email targeted ~30,000 loyalty members who lived near 10 stores of a major UK retailer, offering them extra points for purchasing the brand at that retailer specifically. The unique codes entered after that activation were tied to those redemptions.

Hive IP’s role

Hive IP’s unique-coding platform underpinned both activations — generation, validation, fraud monitoring, and the audit trail that allowed the brand to attribute purchase activity to specific marketing pushes.

The results

• +34% purchase uplift from social-media followers in the months following the activation.
• 24% incremental footfall to the targeted major UK retailer.
• 12× sales impact compared to similar consumers who didn’t receive the activation.
• Insights that reshaped the brand’s view of how its social spend converts to sales — and how on-pack and digital channels reinforce each other.

Related

• A leading global cereal brand
• Loyalty applications