标题Make the Trade
广告公司
广告战役 Make the Trade
广告主 MilkPEP
品牌 MilkPEP
Posted4月 2023
行业领域 牛奶和奶制品
哲学 Through the “Make the Trade” campaign, we welcomed consumers into the exciting, futuristic world of NFTs, or non-fungible tokens, a blockchain-powered cultural phenomenon that lets people exclusively “own” digital assets such as videos, gifs and images. Some NFTs are rarer than others, and their value can increase or decrease based on demand. NFTs are sold through digital marketplaces (not to mention Christie's auction house) and have been made popular through popular brands like the NBA, Marvel, and Pizza Hut. In partnership with three National Football League players and sports card manufacturer Panini, we developed unique NFT cards at various value levels (such as common, rare, and 1-of-1). We then conducted an instant-win game and sweepstakes to give consumers a chance to win the cards by engaging with a dedicated interactive microsite.
问题 For consumers, shopping for milk is often seen as standing in front of a massive, overwhelming white wall containing a plethora of confusing dairy milk and alternative options. With the number of alternatives continuously growing, it was crucial to show consumers not only that dairy milk is the best choice for their families, but also that it’s just as modern as its competitors. The best way to do that would be to align milk with a modern technology that would appeal to both these moms and their kids.
结果 Milk sales increased by 591 incremental gallons per 1,000 households during the 15-week test period, according to matched-panel household data. Additionally, 100% of the total sales volume lift reflected increased sales by existing buyers versus new buyers. This indicates that households already buying milk were consuming and repurchasing at a much faster rate, which was our goal. Nearly 20,000 (19,432) consumers visited the microsite, where they played the instant-win game more than 120,000 times — illustrating the deep level of engagement and interest they had in the program. The path through which they reached the microsite was split almost evenly: 9,650 used the on-label QR codes, with the remainder visiting the URL directly.
媒体类别 案例研究
长度
更多信息 https://www.themarsagency.com/post/success-stories-milkpep-s-make-the-trade
VP, Production Services
VP Group Creative Director
Senior Art Director
VP, Client Leadership
Manager, Client Leadership
VP, Media Strategy
Senior Finisher
Senior Retoucher

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