FMCG FMCG: Silver Bronze

The document discusses two marketing campaigns: 1) A campaign by The Glenmorangie Company celebrating the 10th anniversary of their Ardbeg Committee involving the launch of a new bottling called Rollercoaster to recruit new members and drive online sales. It engaged members through online and real-world events and exceeded sales targets. 2) A campaign by Unilever for Lynx Rise shower gel targeting young men through humorous videos across digital channels. The videos gained over 15,000 hours of views and millions of views/engagements across platforms, growing the brand's online audience.

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FMCG FMCG: Silver Bronze

Uploaded by

David Ancell

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Download as PDF, TXT or read online on Scribd

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SILVER

FMCG

BRONZE

FMCG

STORY UK
CLIENT The Glenmorangie Company THE TEAM Dave Mullen, Jenny Emslie, Rebecca McFarland, Graham Robb, Laetitia Drexler, Manos Riglis, Olivia Donaldson. Other contributor: Th1ng Films Film production. WHAT IS WONDERFUL ABOUT THIS WORK? What better time than their 10-year anniversary to reinvigorate the Ardbeg Committee? Rollercoaster drove our database
strategy and brought Members together. Our most ambitious bottling to date gave us insight, boosted membership and reaffirmed brand loyalty.

TULLO MARSHALL WARREN

CLIENT UNILEVER/LYNX THE TEAM David Parker, Graeme Noble, Tom Harman, George Bell, Martin Harrison, Suzie Clark, Tim Russell, Luke Clark, Tavis Booth. Other contributor: Minds Eye Media Production. WHAT IS WONDERFUL ABOUT THIS WORK? We knew our audience like to
have a laugh, share funny stuff, and talk about it. The numbers say it all. Our videos were viewed for over 15,000 hours, with 450,000 Facebook views and a million and a half on YouTube.

OBJECTIVES Launch and sell our bottling, and launch world-wide events celebrating the tenth anniversary. Capture data, recruit new members and continue momentum. Drive sales into new online shop to build data and enhance targeting and assign value per member. STRATEGY AND TARGETING A decade on, the Ardbeg Committee is still a costeffective, self-perpetuating channel for building loyalty, testing, and cross-selling products. Members spread the word and bring new drinkers into the fold: we recognize theyre a very important audience, and their tenth anniversary was a perfect opportunity to thank them. A new expression of Ardbeg always provokes interest, but the launch of Rollercoaster was our most ambitious to date, with 13,000 bottles. We created anticipation online and hosted anniversary parties around the world, not only to clean data but to meet our fans in local markets. We consider it our duty to provide our Ardbeggian evangelists with regular news and entertaining communications, written in quirky committee-speak. As part of an on- and off-line campaign, we sent a mailer to whet appetites, emailed to direct them to the site, and set up a countdown clock outside the gates of our Rollercoaster site. Engaging tactile mail packs are a mainstay of our strategy, always anticipated and welcomed, so we created one featuring various Committee Members and distillery figures, with tickets to ride and details of when the bottling would be on sale. An email also went to 32,000 Committee Members directing them to the site. There we created a test: a fantastical rollercoaster movie with things from the last 10 years that we challenged diehard fans to recognise.

OBJECTIVES Help launch Lynx Rise with a bang. Support the ATL and PR and create an integrated campaign. Start conversations, gain more of an online presence, and get them to interact with the brand. STRATEGY AND TARGETING Lets face it, sometimes guys can find it difficult in the morning, which could have a serious effect on their chances with the ladies. Cue Lynx Rise. A new shower gel created to help guys wake up and stay alert. Aiming at Lynxs key demographic (male 15 to 25-year-olds), we knew that whatever we did had to be funny or sexy or both. It also had to work quickly, as these guys have short attention spans. On the other hand, if they like something, they REALLY like it, and theyll share it and comment on it. We knew wed have to be easily accessible, shareable, and comment-able. On Facebook, we gave our group page a refresh using the new Rise assets, with a dedicated tab, and made sure our editor was on hand to keep our current fans up-to-date. We used in-game advertising and Spotify ads and put our videos onto YouTube and into rich-media banners (well placed on blogs and Lad Mag sites). We also decided to stagger the release of the videos, to constantly engage the audience, after which we released best-of compilations. We gave our Facebook audience exclusive content, including behind the scenes footage, interviews with the stars, and still images. DATABASE By the end of the campaign, we had 106,000 Facebook fans: a 25% increase. RESULTS Just sixteen 15-second ads, plus compilations and behind the scenes footage
were viewed for over 15,000 hours. Thats 98,000 views on our Facebook wall, 350,000+ on the Lynx Rise tab, and over 1.5 million YouTube views. One compilation clocked up 500,000+ on its own. But these werent just throwaway virals, gathering 8,000 comments, likes and wall posts, over 690,000 page views, 37,000 photo views, and a 25% increase in fans. The Lynx YouTube channel became the #1 UK sponsored channel and #3 in the world and we were promoted into the Global Top 100 branded channels.

DATABASE Collecting metrics from the online shop is allowing us to undertake to

integrate the shop with our database for a planned programme of segmentation.

RESULTS An amazing 11,000 bottles (with a higher ticket value than most, at 50) sold in two weeks, from a stock of 13,000. Its now the fastest ever sell out! From mailing 50,000 people we had 46,096 visits. Absolute unique visitors: 22,560. Page views: 338,534. Average time on site: 14 minutes. ROI: 850%. Our rate of new members has risen 300% since launch.