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The plant-based egg made by Eat Just, learned that 90% of consumers who taste their product go on to buy.
300 events nationwide
JUST Egg wanted to use a large initiative to encourage brand awareness.
90% tasting conversion rate
Although JUST Egg has a good product, their main barrier was getting people to try it.
Over 100 data points per event
At the end of 300 events, JUST Egg had 30,000 high-intent customer data points to use.
JUST Egg plans 300 activations
JUST Egg, a plant-based egg made by Eat Just, learned through market research that the biggest barrier to getting consumers to try their product was hesitation about whether a plant-based egg could taste as good or better than one from a chicken. Yet, 90% of consumers who taste the product go on to buy it.
Heading into 2022, field marketer Adrian Santos and his team planned 300 events nationwide with a goal to double the number of eggs in mouths every quarter. From prior experience, Adrian knew that setting up a data-centric program would help him to prove the value of his field marketing investment to the company’s C-suite.
Upon working with AnyRoad, JUST Egg wanted to:
- Better understand and serve new and existing JUST Egg customers
- Grow their database with marketable contacts
- Drive greater brand awareness and more purchases of JUST Egg products
Just Egg’s first-party data strategy with AnyRoad
JUST Egg used AnyRoad Live, an iOS app, and QR code-based data-capture platform, to get first-party data on-site through product giveaways, followed by a pulse survey to attendees after the events.
Through this method, they gained over 100 data points per activation, which means by the end of their 300-event strategy, they had over 30,000 data points from high-intent customers to use for their marketing, outreach, and planning.
Immediately after the event, Adrian checked Atlas, the platform’s analytics engine, to better understand who the attendees were, how they impacted them, and how to improve.
- Feedback — They discovered a critical product problem: the egg was served with spinach and tomatoes on a sandwich, but event attendees reported that the vegetables made the sandwich soggy.
- Vital location info — Although the event was in the Washington, D.C. area, many attendees were from New York.
- Shifting Events — With the NYC demographic interested in JUST Egg products, JUST Egg realized they should add more events in New York to the schedule.
Results
After each event run using AnyRoad, JUST Egg was better positioned to understand their consumers, capture valuable first-party data to add to their marketing efforts, and gather insights to improve future activations.
“Why does digital marketing get to have all the fun with data? Field marketing should be able to leverage the power of data too.”
Brands like you are experiencing real results.
Campari Club
Campari Group, a global leader in the spirits industry, is renowned for its vibrant brand experiences and consumer-centric approach. With iconic brands and unforgettable experiential events worldwide, Campari Group prioritizes consumer engagement as central to its marketing and brand strategies. In partnership with AnyRoad, Campari has optimized these immersive brand experiences, ensuring each interaction strengthens consumer loyalty, brand awareness, and market reach.
Campari Club
Campari Group, a global leader in the spirits industry, is renowned for its vibrant brand experiences and consumer-centric approach. With iconic brands and unforgettable experiential events worldwide, Campari Group prioritizes consumer engagement as central to its marketing and brand strategies. In partnership with AnyRoad, Campari has optimized these immersive brand experiences, ensuring each interaction strengthens consumer loyalty, brand awareness, and market reach.
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