The Real Media Collective’s top five campaigns by ROI – no channel left behind
Which retailers and brands are kicking goals? Who is standing out and using channels to the best of their ability? The world of media channel promotion is getting more cut-throat by the day with each channel out to sell their strengths, but it all comes down to the numbers. Here are the top five performing campaigns, delivering what we all seek – real results.
This article was sponsored by The Real Media Collective »
Coca-Cola – print marketing
Super Bowl advertising humour can be glitzy and downright cheesy, however this was not the case for Coca-Cola’s 2018 ad. A space traditionally dominated by television advertisements, Coca-Cola took a different approach and launched its campaign in print.
Coca-Cola’s inclusion into the 2018 Super Bowl was aimed to tackle serious and diverse issues of equality in America’s political climate.
The brand teamed up with agency Wieden + Kennedy Portland to share a powerful poem, ‘The Wonder of Us’. The poem debuted on the back of the Sunday arts section of the New York Times. Each line of the poem was handwritten by a different person to align with their broader marketing campaign, ‘A Coke for Everyone’.
The print ad was a soft launch into its Super Bowl campaign, which lead to an advert during the Super Bowl, screened in Times Square and the brand’s social media channels. The campaign generated conversation achieving more than 2.5 billion total impressions and more than 500 press stories.
Big W – catalogue
Big W wanted to entice new customers in-store, increase value perceptions and to get people talking about that brand positively through showcasing on-trend home solutions. To do this, the brand revamped its traditional tactical ‘price and product’ style catalogues to feature inspirational and affordable styling – while remaining real and accessible to the price-conscious consumer.
And it worked. The brand reported a combined sales uplift across all featured home categories of 4.5% on previous years, while happy customers boasted about their newest purchases across social media.
David Jones – direct mail
Every year, David Jones goes above and beyond to produce the perfect Christmas catalogue. The brand wanted to showcase a curated look of all the possibilities of a beautiful David Jones Christmas, while also positioning the brand as a premium destination for Christmas gifting.
Accompanying stunning imagery and quality design, the catalogue is heavily anticipated every year – with customers anxious for it to land in their mailboxes. The campaign proved to be extremely effective in 2017 with sales up by 6% year-on-year over this period.
Treasury Wine Estates – integration
Treasury Wine Estates wanted its young wine brand ’19 Crimes’ to stand out in an increasingly crowded wine aisle and capture the attention of new customers.
To do this, Treasury Wine Estates added an experimental element to the wine buying and consumption experience via augmented reality (AR). The first installation of AR was used for its 19 Crimes label featuring photos of convicts. Consumers were encouraged to download the app, hover their phone over the five variations of labels to hear each convict tell their tumultuous story – with some convicts sharing multiple tales of their past
The results proved the strategy a success. The brand saw:
- 153 million impressions
- more than 1.2 million downloads
- 101% year-on-year sales increase, and
- 412% increase in engagement on social media
From this success, Treasury Wine Estates extended the same innovation across four additional labels.
Queen Victoria Building – custom publishing
Queen Victoria Building (QVB) wanted to draw attention to in-centre events, demonstrate breadths of retail choice and inspire readers.
The custom publication ‘Christmas Gift Guide’ was segmented to appeal to different ages, life stages, interests and budgets. With creative design, the brand showcased more than 400 products from more than 130 retailers within the centre. The publication even integrated intricate QVB detailing with the cover and hero shots featuring the heritage floor tiling design.
The campaign was a resounding success, achieving a sales increase of more than 5% and in-store traffic increased by 3.4% on the previous year. The Real Media Collective represents media channels delivering real results committed to effectiveness and return on investment. It represents the paper, print, publishing, mail and packaging sectors across Australia and New Zealand.
The Real Media Collective provides thought leadership, education and protection of the effectiveness, relevance, versatility, power and sustainability of influential media and marketing channels. Visit The Real Media Collective website for more information »
Image credit:Marcin Kempa