PIM Brands, a leader in fruit-based snack products, has long been a staple in households across America. Known for their delicious and health-conscious fruit snacks, the brand sought to revolutionize its marketing strategy by launching a TV commercial campaign designed to boost consumer engagement and brand affinity. Partnering with NFL star Mark Andrews and leveraging Flowcode technology, PIM introduced a dynamic enter-to-win sweepstakes that delivered impressive results.

‍

Client Overview

PIM Brands is one of North America’s leading makers of popular snacks and confections, offering a wide range of fruit-based snacks, chocolate, non-chocolate confections, and other treats. Known for its iconic brands like Welch's® Fruit Snacks, Sun-Maid® Chocolate Raisins, and Sour Jacks® Sour Candies, PIM Brands has built a reputation for delivering delicious and innovative products that cater to all ages. With a mission to delight consumers, PIM Brands has become one of the largest global manufacturers of snacks and treats, offering products that are enjoyed at home, at work, and on the go.

‍

Challenge

PIM Brands needed to not only drive brand engagement through television advertising but also capture measurable data in real-time. The challenge was to create an interactive TV commercial that would engage viewers across multiple networks while also providing insights into consumer behavior, enabling real-time optimization of media placements.

‍

Solution

Flowcode was integrated into PIM’s television advertising to bridge the gap between broadcast media and digital engagement. By incorporating a scannable Flowcode directly into the TV commercial, PIM allowed viewers to instantly interact with the campaign by entering the Welch's Fruit Snacks sweepstakes with just a simple scan. This approach enabled PIM to track engagement across various TV networks and collect valuable CRM data from participants.

Using real-time performance data, PIM was able to dynamically adjust media placements, optimizing its advertising strategy on the fly. The campaign not only generated high engagement but also built a database of new consumer contacts for future marketing efforts.

‍

Results

PIM Brands’ interactive TV commercial with Flowcode exceeded expectations, delivering substantial visibility and engagement. The campaign not only strengthened brand affinity but also generated impressive CRM growth and viewer participation.

• High Impressions: The interactive TV commercial garnered 57,000 impressions, ensuring broad visibility across multiple networks.
• Significant CRM Growth: PIM added 32,000 new contacts to their CRM, with an incredible 93% being net new entries, expanding their marketing reach significantly.
• Strong Engagement: The sweepstakes achieved a 56% conversion rate, highlighting the effectiveness of the campaign in engaging viewers and driving participation.
• Real-Time Optimization: PIM leveraged real-time insights from Flowcode to optimize media spending, adjusting their placements instantly based on performance data, which maximized the campaign’s efficiency and impact.

‍

How real-time insights drive advertising efficiency

Flowcode advanced tools provided PIM with real-time data, allowing the brand to identify which TV networks were driving the most engagement. This capability enabled PIM to continuously optimize their strategy and maximize the impact of their media spend.

PIM Brands' innovative use of Flowcode technology during the national Welch’s Fruit Snacks sweepstakes campaign highlights the power of integrating digital tools with traditional media to create meaningful, measurable consumer interactions. By bridging the gap between TV and digital, PIM not only enhanced engagement but also laid the foundation for stronger customer relationships moving forward.