Hidden Valley Ranch has joined the ranks of CPGs that have tested beacons, launching a back-to-school campaign that provides easy dinner ideas to shoppers in the store. Per Mobile Marketer:
Clorox wants to highlight the versatility of its products for whipping up simple dinners. With smartphones increasingly an indispensable tool for busy parents, the consumer packaged goods company built the campaign around mobile, including banner ads, in-app messaging, push notifications and more.
The national program is currently in approximately 14,000 mass merchant and top grocery locations. It runs through October, leveraging geo-targeted notifications and an iBeacon overlay.
Clorox, which owns Hidden Valley, is working with inMarket on the campaign. Through apps in the inMarket network, Hidden Valley can reach 36 million monthly active users, which is the largest beacon audience verified by comScore.
App user scale is critical for any major brand looking to move the needle with beacon proximity. Without active app users in stores, the beacon hardware on its own won’t do anything.