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California Milk Processor Board: A bedtime story about milk
Jay Chiat Strategic Excellence Awards, Silver, October 2013
This case study describes a campaign by the California Milk Processor Board (CMPB), a not-for-profit marketing organisation, which targeted Hispanics by reviving an old product usage idea.
This case study describes a campaign by the California Milk Processor Board (CMPB), a not-for-profit marketing organisation, which targeted Hispanics by reviving an old product usage idea. The benefits of milk had already been well communicated and the breakfast-time milk market had been maximised. This campaign revived the idea of a glass of milk before with the rational message of helping people to sleep better, and the emotional message of reviving a parent/child bedtime ritual with a glass of warm milk. In many Latin American countries the end of children's television programming is marked by a message that tells children to go to bed. CMPB built on this by creating an ad that carried this message associated with milk to be aired on Hispanic television channels in the evening. Bilingual bedtime stories with milk as a central theme were also developed and distributed for free through doctor's offices. Facebook and mobile was also used, and blog coverage gained through delivering bedtime stories directly to 'mommy bloggers'. A consumption study showed a directional increase of 7% following the campaign.
Tip Top: Feel Tip Top
Direct Marketing Association - US, Diamond - Best in Show, DMA International ECHO Awards, October 2013
This case study describes a campaign in New Zealand by Tip Top, the ice cream brand, to make it more relevant and modern to consumers.
This case study describes a campaign in New Zealand by Tip Top, the ice cream brand, to make it more relevant and modern to consumers. Tip Top enjoyed strong recognition, as an old, established brand, but was finding it difficult to connect with younger consumers. The campaign sought to increase consumption and improve brand momentum. An emotional message was used, demonstrating the pleasure ice cream creates with the slogan 'Feel Tip Top'. People were able to nominate someone through social media to receive ice cream, which the company would then deliver. These deliveries were filmed and shared on television and online. Tip Top received 31,000 nominations from members of the public, delivered 20,000 ice creams, increased sales by 1.5 million units, and exceeded the brand momentum target score.
Nestlé BNN: BenNaNa Brings Magic Fun
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a campaign in China to promote BenNaNa, an ice cream brand owned by Nestlé, which targeted children with digital marketing.
This case study describes a campaign in China to promote BenNaNa, an ice cream brand owned by Nestlé, which targeted children with digital marketing. The BenNaNa product is appealing to children as it features a peel-able jelly 'skin' which reveals an ice cream 'banana'. Social media was used to create 'buzz' before the product launch, and then used as a platform for consumers to share ways of eating BenNaNa. The product took off, becoming a hot topic on Chinese social media. A microsite featuring video content and games was created and the product was also embedded in an existing popular pet game, where it could be virtually fed to animals. The campaign led to sales exceeding target and BenNaNa becoming Nestle's most popular product.
Fonterra: Feel Tip Top
The Communication Agencies Association of New Zealand, Silver, New Zealand Effie Awards, 2013
This case study describes a campaign by Tip Top, the New Zealand ice cream brand, which wanted to increase sales by targeting adults without children.
This case study describes a campaign by Tip Top, the New Zealand ice cream brand, which wanted to increase sales by targeting adults without children. Although it had strong brand recognition and positive association, particularly among families, it wanted to expand its reach. Through a combination of television ads and social media, Tip Top encouraged people to nominate someone who deserved to 'Feel Tip Top'. Deliveries of ice creams to the nominated people were then filmed and used in further ads. The campaign increased engagement with the brand and successfully increased sales by 16.7%.
How Anlene used psychology to create a habit
Asit Gupta, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by Anlene, a bone-health beverage targeted at women over 40, which sought to increase sales volume in China by using gamification principles.
This case study describes a campaign by Anlene, a bone-health beverage targeted at women over 40, which sought to increase sales volume in China by using gamification principles. Anlene enjoyed strong ad and brand message recall but usage was flat. The campaign changed the product's habit loop (routine, reward, cue) by targeting the adult children of older people and positioning the product as a way to care for their parents. Marketing material helped users to form a habit of drinking Anlene.
Cadbury Bournvita: Tayyari Jeet Ki (Getting Ready to Win)
Khushnuma Daruwala and Kawal Shoor, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by Bournvita, the malted drink brand, to reverse decline and increase market share in India.
This case study describes a campaign by Bournvita, the malted drink brand, to reverse decline and increase market share in India. Bournvita repositioned the brand as a 'parenting partner' for mothers who wanted their children to do well. The brand message focused on 'preparing to win' and drew attention to the role of mothers in helping and pushing their children to prepare to do well. Television ads showed different parts of preparation, including the role of motherly support, and the brand held an event where children could meet sporting celebrities. As a result of the campaign Bournvita's market share and trust in the brand increased.
Arawana Rice: Have a Heart
Hailey Huang, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Arawana, the packaged rice brand, increased its market share in China during a food safety crisis by making a charitable donation.
This case study describes how Arawana, the packaged rice brand, increased its market share in China during a food safety crisis by making a charitable donation. During a difficult time for the packaged food industry Arawana partnered with a non-governmental organisation, Free Lunch, to provide free meals to 15 million poor children. This approach helped to protect the brand's reputation and attracted public participation in the Free Lunch scheme. As a result the brand increased its awareness and favourability, and sales grew by 65% from 2011 to 2012. This represented market share growth of almost three times.
Ice No Mi: The Secret Idol
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This case study describes how Ice No Mi, an ice cream brand, sought to reverse its declining revenues in Japan by shifting its communications away from just mainstream advertising to become a 'happening', or social phenomenon.
This case study describes how Ice No Mi, an ice cream brand, sought to reverse its declining revenues in Japan by shifting its communications away from just mainstream advertising to become a 'happening', or social phenomenon. It did so by creating a fictitious fourth member of a famous Japanese girl band, sparking national debate in traditional and digital media about whether she really existed, and then revealing the hoax and inviting consumers to create their own fourth member of the band online. The campaign generated widespread earned media and reversed the brand's decline in sales.
Lurpak Lightest: How tasty met healthy
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This case study describes the UK launch campaign of Lurpak Lightest Spreadable, a low-fat spread containing butter, which sought to steal share from competitors and minimise cannibalisation from other offerings in the Lurpak range.
This case study describes the UK launch campaign of Lurpak Lightest Spreadable, a low-fat spread containing butter, which sought to steal share from competitors and minimise cannibalisation from other offerings in the Lurpak range. The target went beyond Lurpak's traditional "foodie" base, to attract "Health Seekers", predominantly women in their 30s and 40s. The campaign broke from category norms (like health benefits and dieting messages) by celebrating delicious, healthy food through the depiction of colour, texture and taste, using the rainbow spectrum. Media planning focused around diet-conscious seasons, such as January and summer holidays, and was led by out-of-home, a 60-second TV commercial (TVC) and print. The campaign grew the brand's share to over 20%, with the TVC delivering Lurpak's highest-ever ROI.
MilkPEP: Latte Love
Effie Worldwide, Silver, North America Effies 2013
This US shopper marketing campaign, funded by the Milk Processors Education Program (MilkPEP), increased sales of milk among adult women by encouraging them to buy milk for making latte coffees at home.
This US shopper marketing campaign, funded by the Milk Processors Education Program (MilkPEP), increased sales of milk among adult women by encouraging them to buy milk for making latte coffees at home. 'Latte Love' used whimsical language and stand-out colours to engage female shoppers in an otherwise staid category, and offered them tips and tools to turn milk and coffee into lattes. Pre-store activity included a celebrity endorsement, events and Facebook ads, while in-store activity featured shelf signage in the dairy and coffee aisles of over 13,000 grocery stores. This offered a three-step recipe, a QR-code for a how-to video, and a mobile call-to-action. Post-shop activity encompassed digital, PR, magazine advertising and social media to drive consumers to a Facebook app for more recipes and hourly sweepstakes. The campaign exceeded sales targets in participating stores by 47%.
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