1. © 2010 Agillic
Not for use or distribution without written permission. 1
INNOVATION IN MULTICHANNEL MARKETING:
MCCAIN - IT’S ALL GOOD
How McCain use integrated multichannel to drive brand consideration and sales

2. © 2010 Agillic
Not for use or distribution without written permission. 2
Business Challenge and Solution Strategy
 Following the success of their initial electronic customer relationship
marketing (eCRM) strategy, McCain wanted to build on this foundation and
increase engagement with consumers across all touchpoints.
 To drive online engagement to develop long-term loyalty McCain sought to:
 Create a new online hub supporting the ‘It’s all good’ message
 Encourage user participation and engagement
 Increase the customer database by 10% each month
 Increase brand awareness, brand consideration and sales
 McCain and their agency, Underwired Amaze launched a strategy aimed at
deepening the brand’s relationship with existing consumers over the long
term through frequent, personalised communications and content. These
interactions were enabled via the Agillic Dialogue marketing platform.

3. © 2010 Agillic
Not for use or distribution without written permission. 3
New hub focuses on interaction and
engagement

4. © 2010 Agillic
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Rewards and incentivisation are tracked
and rewarded

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Games, recipes and videos are personalised,
with links to social networking

6. © 2010 Agillic
Not for use or distribution without written permission. 6
Key Results
In the first month since launch, the campaign is already exceeding expectations
for engagement and interaction:
 Database increased by 11% with 80% opted in
 Hub games played 15,000 times
 11,500 spud shillings earned
 10,000 competition entries
Crucially, integrated engagement has delivered in 2 impressive ways:
 Brand consideration is up 11% compared with control
 Average purchase frequency is up 3%