Boost Australia has entered in to the busiest period of the year! The combination of scorching heat and increased foot track equals juicy numbers in our stores. This is a time when our stores gain maximum exposure; therefore, significant planning goes into our marketing strategy for summer. In 2013, we launched our Green range and in 2014 we introduced the Celebrity Smoothie. This year, it is our premium Black Label range which has taken centre stage. The Black Label range was first introduced last year to our customers with the Protein Supreme. An amazing blend of our premium ingredients, this smoothie was sold at a higher price point to compensate for the increase in COGS. It was a very successful campaign, with an 8% increase in sales and 2% in transactions for the campaign period. This year, our Product team built on this concept and developed 3 new smoothies to add this range – Red Royale, Pure Eden & Mango Mirage. All filled with an abundance of goodness like it’s predecessor, this new range will become a permanent part of our menu and will cater to those who are very conscious about what they consume. The Black Range campaign is centred around a competition mechanic, we have used our contacts and scored some great prizes : Holiday for Hawaii for 2 people with Jetstar, 10 x $10,000 New Balance shopping vouchers, 3 x Sony Lifestyle packs including 4K Action Cam, ‘h.ear on’ over ear headphones, Smart B-Trainer, blue cube wireless speaker, Xperia™ Z5 Smartphone, SmartWatch 3, plus a 49” 4K Ultra HD Android TV and a $5,000 shopping spree at Myer coupled with a $5,000 UBER voucher. To communicate this to our fan base we have invested in some radio airtime in addition to this we have boosted our digital presence by enlisting 4 popular bloggers. Each blogger is featured in a video with their respective drink, all of which you can find via Facebook, Twitter, YouTube and Instagram, or on the Black Label range website - blacklabel.boostjuice.com.au Artwork for this campaign is already available on Files Anywhere, along with the all other artwork for National Campaigns for 2015 via this link. However, we recommend that you have a chat with either Clare or Brendan before putting this in place. On behalf of the Boost International team, we would like to wish you all the best for the holiday season and we look forward to continue to working with you in 2016!
Boost World Tour
Our ‘Boost World Tour’ (BWT) campaign was the largest competition campaign in 2015. The campaign brought a stack of brand noise and excited millions of Boost customers throughout July and August! This money-can’t-buy campaign, provided our customers with the chance to win an 18 day holiday for them and a friend! On the holiday the winner, scored tickets to 5 of the hottest concerts in 4 of the coolest countries. The prize included luxury accommodation, with transfers plus VIP meet and greets with Taylor Swift and more! But that’s not all, the winner was treated to three days in Bali to recover on their way back to OZ! To enter the competition our customers purchased any size Boost during the campaign to receive a BWT ticket. The customer was directed to enter their unique code on boostworldtour.com. au to enter the competition
Campaign Objectives •
To achieve 30,000 entries into the competition by the end of the campaign.
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To offer prizes that our customers want, and are relevant to our target audience.
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To encourage repeat purchase.
Campaign Spend POS Social Media Entry Tickets Radio Social Content Prize
$1,500 $15,000 $33,000 $100,000 $5,000 $33,000
Results
Campaign prize was on trend. We could see that it was a big enough prize to drive people into store, with more and more entries as the campaign went along. Click here for a full campaign analysis
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Transactions were up 48,404 for the same period from 1,488,947 in 2014 to 1,537,351 in 2015.
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Sales have increased $766,757 for the same period from 10,873,892 in 2014 to $11,640,649 in 2015.
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Top Line Sales Results during campaign: Trans -4.17%, Sales -0.78% and Temp -2.69%.
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Total entries on the Boost World Tour website were 88,881. Below is a chart of daily entries that achieved an average of 3,311 per day.
Pro Mango
Click here for a full campaign analysis
Our Protein category continues to grow!! When you combine protein with the similar flavours of Mango Magic you get the Pro-Mango Smoothie! But wait this was no ordinary mango Smoothie! Pro Mango was high in protein and featured a coconut water base so it is nutritious! The Pro Mango is jam-packed with tropical flavours! Mango, Banana and Orange relaxed the pallet. The whey protein promoted muscle growth and repair. Our customers enjoyed this as a recovery drink after exercise or guzzled down as a delicious breakfast treat!
Campaign Objectives •
To promote a star product in a popular category
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To offer products that are relevant and appropriate for our customers wants and needs
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To achieve 5% of sales nationally.
Campaign Spend POS Social Media Social Content
$8,000 $10,000 $8,000
Results •
Total % of sales - 3.5%
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Total units sold - 76,901
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Total sales - $465,874
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$5 day % of sales - 8.8%
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$5 day units sold - 6,755
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$5 day total sales - $32,074
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Transactions were up 83,953 for the same period from 1,651,170 in 2014 to 1,735,123 in 2015.
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Sales have increased $963,121 for the same period from 12,195,715 in 2014 to $13,158,836 in 2015.
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Top Line Sales Results during campaign: Trans -1.85%, Sales 0.65% and Temp -0.45%.
Videos’ were popular on social media. In particular the video’s where people could relate to it. Eg. tag a friend who tries too hard at the gym.
what’s your name game What’s Your Name Game brought the noise for 3 weeks in September! From Monday 14 September, each weekday Boost gave away a FREE original size Boost to anyone with the selected name that day! To redeem their free Boost, customers just head into any Boost Juice Bar, flash their photo ID and receive a FREE original Boost at any time on that day. It’s all about giving something to our customers for just being themselves. We will be announcing 3 names each weekday, two will be pre-selected from last year’s grid of registered names and the third will be randomly drawn from this year’s grid and will only be announced on social media, more information can be found in this campaign overview. No matter how common or unique your name is, we are asking people to come to the WYNG site (through Facebook) to register their name for a chance for that name to be the third winning name.
our Third name was a reasonable balance of common, unique and different nationalities which often meant that people would defend off trolls on social media.
Objectives •
To generate brand noise & excite customers by bringing back a Boost favourite!
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To drive new customers into store by offering the chance to sample our fantastic Boost product for free.
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To reward existing customers and encourage them to increase their visits to Boost!
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To increase our facebook followers by 60,000 during the campaign.
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To engage 60,000 registrations on the WYNG website.
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To generate extensive word-of-mouth through using multiple marketing channels to promote the campaign
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To position Boost as a fun, generous and innovative brand.
Campaign Spend POS Social Media Social Content Radio
$8,000 $30,000 $10,000 $100,000
Top line results Over a 3 week campaign -14 September to 4 October 2015 – weekdays only •
Transactions were up 52,061 for the same period from 1,553,151 in 2014 to 1,605,212 in 2015.
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Sales have increased $644,982 for the same period from $11,445,135 in 2014 to $12,090,117 in 2015.
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Top Line Sales Results during campaign: Trans -3.48%, Sales 151.41% & Temp -3.05%.
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Social -7 Day market statitics during the last week of the campaign. Boost outperformed major brands irrespetive of size.
Click here for a full campaign analysis
OCTOBER TWISTS In October, we encouraged our customers to add extras and Boosters to get more from their favourite Smoothie. All extras and boosters were 20 cents each for the duration of the campaign to grab customers attention, eventually leading to them adding extras for the first time and hopefully into a continuing purchasing habit, providing an ongoing increase in ATV and profit. This campaign was all about educating customers as to how they can personalise their favourite smoothie to give it a twist on the ordinary for taste or health benefits.
Results
Objectives •
Increase % of transactions with extras and boosters from 1% to 4% nationally.
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Encourage adding extras into an ongoing purchasing habit, increasing ATV in the long run.
Campaign Spend POS Social Media Incentives
$8,000 $8,000 $5,000
The purpose of this campaign was to influence future consumer behaviour. We want our customers to experience the benefits of a twist. In the hope the return spend will include an addon that they may not have thought to try before. Click here for a full campaign analysis
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Transactions were up 83,953 for the same period from 1,651,170 in 2014 to 1,735,123 in 2015.
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Sales have increased $963,121 for the same period from 12,195,715 in 2014 to $13,158,836 in 2015.
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Top Line Sales Results during campaign: Trans -1.39%, Sales 0.94% and Temp 5.21%.
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Total % of sales - 3.5%
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Total units sold - 76,901
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Total sales - $465,874
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Total transactions - 397,910
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Percentage of transaction with boosters 19% (5% increase from previous 12 months)
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Average suggested booster increased by 60%. Average suggested smoothie increased by 4%
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Due to offering this at a discounted price the % of sales reduced from 1.4% to 0.7%.
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Competition entries – 4,557 and 3,433
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r o w e h t d n u o boost ar
Clare & the exec team after a huge win at the 2015 FCA Awards - International Franchise Excellence Award!
The team at the Ikano store in Malaysia had the pleasure of meeting 2 mini superheroes for the Boost Kids Challenge - Superhero Thursday!
Boosties in Singapore help celebrate Singapore’s 50th year of independance!
Our terrifyingly AWESOME team in Estonia strike a pose for Halloween!
It appears that our South African Boosties ‘mustache’ you a question for Movember!
Nothin’ but smiles from our team in Chile!
A HUGE congrats to the Boost UK team on their recent Marketing Star Award! Nice work, team!
The Cambodia National socccer team recently stopped into Aeon Mall in Phnom Pehn to meet & greet fans and enjoy a Boost. Here is the team pictured with Boost Cambodia’s marketing manager, Sophea!