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Granola Promotion Impact
How did Bintix help measure the effect of a promotional campaign?
Year
-
2022
Summary
Bintix showed how a promotion voucher improved brand performance
Bintix helped the brand -
- Measure the promotion’s impact on household trial and consumption.
- Assess whether it recruited new households.
- Identify whether growth was gradual or driven by short-term switching.
the Challenge
Did the Promotion Drive Brand Growth?
The brand wanted to evaluate whether its Zomato voucher promotion for Granola successfully reversed declining brand performance by driving new household acquisition, increasing consumption, and improving category share.
our approach
Pre and Post-Promotion Analysis
Bintix analyzed consumption across households and:
- Compared households that used the promotion with those that did not.
- Measured changes in household trial, recruitment and volume share.
- Tracked differences in average household consumption.
- Identified the campaign’s incremental impact and key growth drivers.
the outcome
Key Findings and Business Actions
01
Promotion Reversed the Decline
The Zomato voucher campaign increased household trial and volume share by 5 percentage points.
02
Incremental Growth Was Proven
40% of promotional buyers were first-time Granola households, while promotional households consumed over 2× more Granola than non-promotional households.
03
Digital Promotions Showed Scale Potential
The findings validated digital promotions as an effective lever for household recruitment and higher category consumption.
Real Data.
From Real Packs Consumed
Turning discarded packs into real-time consumer intelligence
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