Skippy Case Study

Peanut butter spread with the brand name Skippy is produced under the umbrella of the American company Skippy in both the United States and China. It is the peanut butter brand with the highest sales in China, and its global sales are second only to those of the Jif brand, which is produced by the J.M. Smucker Company.

Objectives

  • Brand: Increase the scope of Skippy’s online store to include the Global market while preserving its current level of profit margins.
  • Acquisition: Exceed acquisitions targets, such as recruiting new audiences through new channels, and retention goals, such as generating repeat purchases from prior consumers. instead of conventional offline methods, over the website

Challenges

Addiction among US customers to freebies and discounts brought about by earlier Skippy promotions contributed to poor profit margins and high churn.

Gourmet cuisine is often purchased in an offline setting, where customers are less likely to acquire new, more expensive items without first giving them a taste.

On the international market, Skippy does not have quite the same level of brand awareness as it has in the United States.

Assigned Battalion

Dan Bartlett Director Digital Marketing

Sarah Marshal Director Marketing

John Albert Chief Technical Officer

Irtiza Salim Manager Advertising

The Services Offered

Product-led growth strategy

Facebook and Instagram Ads

Conversion rate optimization

Google Search, Shopping, and Display

Paid performance (Social, SEM)

Email & SMS marketing

Creative copy and messaging

Methodology

  • In order to immediately address the high impact, low effort improvements, the tech stack and media stack were audited.
  • Analyzed current Skippy’s clients’ interests, psychographics, and other affinities.
  • Tested new identities and activation offerings to gain audience feedback.
  • Rapidly tested brand messaging and product presentation across all channels to reduce new customer CAC.
  • Designed email, search, social, and retargeting retention loops to boost client LTV.

Results

0%
New Client Revenue
0%
Existing Client Revenue
0%
Visits with Conversion

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