As the largest grocery store chain in America, The Kroger Co. Family of Stores’ customer-first strategy focuses on providing shoppers with fast, friendly and personalized experiences in over 2,600 stores across 34 states. A leading grocer with grassroot intentions, Kroger maintains a local presence by demonstrating a commitment to growing its employees and communities.
With fierce competition from both traditional grocers and giant retailers, Kroger was looking for meaningful ways to engage shoppers and increase loyalty and store visits. Kroger’s Digital Team needed a strategic partner to help build not only Kroger’s social media presence, but also that of their regional divisions, many of which operated under their own brand name. We created an efficient enterprise-wide program that engaged Kroger’s target audiences on a national and local level. Supporting both enterprise and regionally-specific initiatives, the multi-channel social campaigns were an agile solution for a complex organization.
We were challenged to help Kroger create awareness around gift cards and drive in-store purchases of gift cards in preparation for the holidays. So, our team went to work to leverage key insights about the Kroger communities to design two interactive, engaging campaigns that would translate across all Kroger banner and divisions. We then designed a comprehensive media plan for the purpose of increasing fan base.
Born out of the idea that gift cards lean on the impersonal side of gift-gifting, we intended to make the impersonal personal by launching a mobile-optimized “12 Days of Giving” Facebook app that showcases gift-card pairings with items also found in Kroger center store aisles.
Understanding our communities’ love for games and playing off the nostalgia of the holidays, Sitewire executed a Catch Phrase-style status update contest to build awareness for gift card purchases leading up to Black Friday.
Aside from topping the charts as the number one and two campaigns of 2013, gift card sales exceeded holiday projections and Kroger hit its ROI targets.
Facebook users reached
Facebook fans engaged
New fans gained