| 标题 | Virtual Bartender |
| 广告公司 | The Mars Agency |
| 广告战役 | Virtual Bartender |
| 广告主 | Nestlé Waters |
| 品牌 | Sanpellegrino |
| Posted | 4月 2023 |
| 行业领域 | 矿泉水、汽水及瓶装水 |
| 哲学 | “Cocktail 101” learning is best when it’s a one-on-one experience. But how do you get up close and personal with an expert mixologist when bars are off limits and your social life has been replaced by social distancing? By ordering up some augmented reality, of course. The solution was a unique augmented reality experience that introduced the product’s benefits as a mixer in an entertaining manner while compensating for the pandemic’s impact: Shoppers who were in the store could scan an on-pack QR code to unlock the experience; those utilizing in-store pickup received a code-carrying handout; online-only shoppers were directed to samsclub.com to meet the Virtual Bartender. |
| 问题 | With all the uncertainty surrounding the Holiday 2020 season given the ongoing COVID-19 crisis, the team had legitimate concerns about hitting the forecasted sales goals and gaining full distribution given the following key barriers: • A significant decline in club foot traffic, which is always critical for driving sales of a new item at Sam’s Club. •An inability to sample the product in clubs due to the pandemic. •An inability to use signage or handouts due to the retailer’s clean store policy. • The item’s bulk size and cash outlay during a recession, which often makes members hesitant to spend money on items that aren’t already on their list. • An inability to sample through Club Pick-up due to the product’s glass packaging. |
| 结果 | Purchase: In the first week of full distribution when all shopper tactics were live, the product sold 6,010 units — a 68% increase over the prior week. Advocacy: Nestle Waters gained full distribution for the item in all 600 Sam’s Club stores. This innovative idea got the buyer so excited that the brand was also given prime placement in-store and space within the Sam’s Club Instant Savings Book. Awareness, et al: Within the first two weeks, the AR Virtual Bartender experience attracted 2,286 active users, 8.5% of whom returned for another visit. The video completion rate of 68% surpassed benchmarks. The program concluded with 85,804 engagements and an average dwell time of 6 minutes, 50 seconds. As use of the Virtual Bartender picked up, so did our rich mobile media, which drove 1.5 million engagements in the first week alone and 4.13 million impressions overall. Social influencers also had a big impact, delivering a 46% click-through rate on adding the item to cart on Samsclub.com. Our smart, strategic investments on a small budget paid off. Additionally, the program helped build relationships with Sam’s Club buyers. |
| 媒体类别 | 案例研究 |