The Skinny Cow
Best Sampling Program or Trial Recruitment
Agency: Alcone Marketing Group
Campaign: The Skinny Cow
Client: Nestlé Dreyer’s Ice Cream
Skinny Cow was launching single-serve cups to capitalize on the latest trend in the ice cream category and had to make a big impact with a small budget. Based on the knowledge that a large portion of women where the wrong bra cup size, Skinny Cow decided to capitalize on that information by using the term “cups” in a different, more sassy way.
The campaign, called “The Perfect Cup!” launched in Chicago and New York. Two events were created with the goal of fitting women with both their perfect bra cup and ice cream cup. Ice cream samples were distributed while women received a fitting and a free bra sponsored by lingerie maker Warnaco, as well as other prizes.
High-end custom lofts were built out in trendy neighborhoods offering personalized bra fitting, ice cream tasting, food, cocktails, a DJ and a lounge atmosphere, with a VIP good bag given to women as they left. Radio promotions and remotes were conducted to drive walk-in traffic. Fashion icon Veronica Webb attended the events. Facebook and Twitter were used for pre-event promotion and live posts/tweets during the events.
The total budget for the campaign, which ran during the summer, was in the range of $1 million.
Following the events, Skinny Cow experienced a 34% sales lift in Chicago and 76% lift in New York City. Roughly 7,600 women pre-registered for the events with 53% opting in. A full 41% of attendees were walk-ins as a result of the heightened awareness in the media. Attendees spent an average of 88 minutes with the brand in Chicago and 71 minutes in New York. Of those who attended, 78% received a personalized bra fitting.
Overall, the Perfect Cups Campaign drove the brand personality to a new level, launching Skinny Cow’s new Cups product in a way that was unique and ownable. Skinny Cow Cups sales were up 34% and 76% in Chicago and New York, respectively, following each event.
The campaign is being renewed in 2011.
