Connecting everyday touchpoints with measurable product trials
General Mills reached families through everyday touchpoints with trackable product trials.
Objective
Reach relevant consumers with cookie-cake and pastry-cake samples through channels that fit their daily lives.
DirectX Approach
DirectX built a multi-channel programme spanning food deliveries, Reliance Retail checkout counters, children's play areas and gyms. Contextual packaging and calls to action supported each setting. Zero-value billing, paid checkout trials and missed-call responses made participation trackable, while a live dashboard and incentivised feedback form connected field activity with consumer information.
Key Results
The feedback programme collected contact details from more than 200,000 mothers of children aged 5-12. Real-time reporting gave the brand visibility into campaign activity.
