A pilot project that linked digital coupons to recipes. By placing coupons next to relevant recipes on Köket.se, Orkla got 68% more clicks than with standard display ads.
"For one thing, the response from visitors was much greater than we'd dared to hope. They didn't just click on the coupons – they went all the way from click to redemption in store," says Fredrik Larsson, Business Manager at Köket.se. Four of Orkla's food brands took part in the pilot project, in which coupons were tested in several different locations on the site.
Coupons placed next to sponsored recipes performed noticeably better than other placements. "As an advertiser, it gives you completely new opportunities for a big return on a small investment," says Pierre Gewert, Product Manager at Clearon.
"We think the test has been rewarding!" says Richard Henriksson, Trade & Action Manager at Orkla Foods Sverige.
The campaign generated 68% more clicks than standard display ads – and the clicks converted all the way to actual redemption in store, not just online engagement.
Coupons placed next to relevant recipes performed significantly better than other placements on the site.
Visitors went all the way from clicking on the coupon to redeeming it in store, rather than just engaging digitally.
Compared with traditional display advertising, the coupon placement delivered a significantly higher click-through rate.
