Overview

We tested Clorox's Kingsford brand to validate a new Grill Box concept through in-market demand testing, paid media, audience learning, value proposition testing, and an e-commerce landing page.

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Solution

• Designed an in-market validation test to evaluate key assumptions around consumer demand, audience fit, value proposition, fulfillment, and repeat interest.
• Ran three paid media sprints across Facebook, Instagram, Google, and retargeting, iterating based on performance data, iterating value propositions
• Built and optimized a lead generation landing page, then transitioned it into an e-commerce ordering experience.
• Developed e-commerce functionality for customizable mains and sides, delivery and pickup scheduling, tax and delivery fee calculation, and PayPal payment options.
• Analyzed audience, geography, gender, channel, creative, order, email, and satisfaction data to produce recommendations for future product iterations.

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Results

• Reached 580K+ consumers in a narrow geographic target
• Validated that Kingsford could attract interest in a convenient grilling experience, but found that the full Grill Box concept was too complex to convert at scale in its initial form.
• Identified new, unexpected audiences, including  novice / occasional grillers, older grillers and women
• The insight on women grill interest led to the development of several products specifically for this audience

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