KIND BAR: Standing Out From the Crowd! 

Kindness on Campus Looks Like this!

THE GOAL:

Kind wanted to share their AWESOME with the college community to increase the Do the KIND thing for your body, your taste buds & the world brand awareness and increase in-store sales.

THE SOLUTION:

SAMPLING! Students are 84% more likely to buy a product that they have received a free sample of.  As KIND laid out its goals, BNCM went to work on a platform that would allow them to achieve it.

During fall back-to-school, BNCM added free KIND Bars to 500,000 online order boxes—and included marketing materials that reinforced the nutrition benefits KIND products offer.

To partner the sampling initiative, BNCM posted status updates across its network of targeted college campus Facebook pages to inform students that every online order came with a free KIND bar: “Now this is #kindawesome: grab a complimentary KIND Bar with any web order purchase from your local bookstore. Which bar are you dreaming of?” The posts also linked to KIND’s website.

THE SUCCESS:

294% increase in KIND units sold in BNC bookstores

237% increase in KIND revenue from BNC bookstores

575,000 total Facebook impressions

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