ASMI uses shopping app to reach millennial consumers

Published on
June 20, 2017

The Alaska Seafood Marketing Institute recently completed an outreach campaign that successfully reached a core consumer demographic via a popular shopping app.

As part of a special for Lent, ASMI offered a special cash-back offer to consumers who used the Ibotta shopping app to purchase frozen Alaska pollock items in select U.S. retail outlets. Ibotta is an app-based cash rewards platform that handles both the rebate offer and redemption, and is the dominant rewarded shopping platform on mobile devices according to ASMI.

“The Ibotta app was a new platform for us,” ASMI Retail Marketing Manager Linda Driscoll said. “We were really excited about the opportunity to target millennial consumers.”

The campaign, which ran from March through May, offered USD 0.50 (EUR 0.45) to Ibotta app users who purchased any of 102 different frozen Alaska pollock items at participating stores, which included 142 U.S. grocery retailers including Walmart, Kroger, Albertsons/Safeway, Hy-Vee, H.E.B., Publix, SAM’s Club, and Costco. Ibotta, which is used by millions of millennials, validates the coupon only after a consumer watches a 15-second video or takes a poll about the product. 

ASMI chose to poll those wishing to redeem the coupon, with 82 percent of users responding that they would eat Alaska Seafood more often if it reduced their environmental impact. Driscoll said the poll aligned with ASMI’s goal of “connecting with millennial consumers to educate them on the health benefits and sustainability initiatives associated with choosing to purchase and eat wild, Alaska seafood.”

More than 37,000 coupons were redeemed throughout the campaign, and the program registered more than 22 million impressions and 118,000 completed poll engagements. 

“Utilizing an app popular amongst millennial shoppers was a great way to exercise a new approach to education on the source of origin of seafood, and push for more exposure around the versatility of Alaska pollock,” ASMI Domestic Marketing Director Victoria Parr said. 

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