The Brief
Amazon Fresh, the grocery arm of Amazon with physical stores, approached us in early June 2022 to enquire about a promotional campaign consisting of leafleting staff and a door to door delivery campaign for their 17 new London stores. Each store was to have 5 days of street promotion, as well as a door to door campaign targeting 30,000 homes in the surrounding area. The campaign was to run over a 1 week period and 560,000 leaflets were distributed.
Our Solution
Live
With a large database of over 1,000 London based leafleting staff, the team jumped into action to pick the best brand-appropriate and most engaging staff on the books. We structured the campaign so that we required 64 staff per day, with a focus on continuity of the teams to aid and improve product knowledge as the campaign progressed through the week.
A delivery and logistics plan was drawn up for the door to door campaign, ensuring that the closest 30,000 homes to each store were targeted, with full GPS tracking on each delivery. This meant we were able to cross reference each area to ensure no one was missed! We also provided 64 branded uniforms for all leafleting staff as well as having to order a further 15,000 leaflets due to the amazing reaction of the public to this campaign.
Results
The results were absolutely amazing with 1 store reporting that footfall had increased by 30%. The campaign was so successful that Amazon Fresh extended the campaign by a further week. We have since run another major on-street promotional campaign targeting students during the Freshers period with a student based offer, outside 72 London Halls of Residence. We all look forward to our ongoing successful partnership with Amazon Fresh in 2023.
