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We connect with consumers in the digital space. From strategy and insights to execution and real-time analytics, we make your presence online a destination. We know how to motivate consumers once they get there too. Whether it’s a purchase, a store visit or a referral, we can deliver the response you need.
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When Tetley introduced Red Tea to Canada, they knew that tasting the tea was the key to attracting and converting new drinkers. FUSE's challenge was to find an efficient and cost-effective marketing campaign to get Red Tea into the hands of consumers. FUSE’s task: Drive trial and awareness of Tetley Red on a small budget.
FUSE uncovered a key insight: Tetley brand loyalists are eager to share the things they love, and will gladly accept the opportunity to be ambassadors for the brand. This insight was leveraged at a time when ambassadors would have contact with more of their neighbors than any other night of the year: Halloween. FUSE used the Tetley email database to invite Tetley members to hand out Tetley Red Tea to moms, as they handed out treats for kids.
In less than 24 hours, registration for the program by Tetley loyalists doubled expectations and the offer had to be closed down.Fifty sample boxes were sent to each volunteer for distribution on Halloween in key neighbourhoods across the country. The reaction was astounding!
The results of the program over-delivered on participation, sampling and positive brand disposition. The success of this program was recognized with a Gold CMA Ripple and a Gold PROMO! (CAPMA) Award.