Cannes Lions

CONSUMER PACKAGED GOODS

MRM PARTNERS, Minneapolis / GENERAL MILLS / 2003

Presentation Image

Overview

Entries

Credits

Overview

Description

Synopsis:Campaign leveraged a strategic mix of communication tactics including content integration, paid search optimization, cost-per-acquisition, rich media and email.•Focused on the key baking season, particularly Thanksgiving through Christmas to leverage a heightened interest in product solutions as well as increased consumer traffic at key web sites. •Nested recipes and other branded content in high profile media locations •Leveraged paid search optimization ensuring users were reached at point of need. •Achieved significant number of double opt-in newsletter subscribers through cost-per-acquisition programs. •Built efficient frequency against a core, loyal audience of brand enthusiastsObjectives: •Create awareness of Bettycrocker.com•Acquire 250.0M new sign-ups for bettycrocker.com newsletter Results: •Bettycrocker.com was the top Consumer Packaged Goods web site for the December 2002 time period by Neilsen NetRatings. Never before had Bettycrocker.com achieved a ranking above #5. •Exceeded goal for newsletter sign-ups by over 10%.•Over-delivery/bonus drove 400% greater plan efficiency.

•Held up as a benchmark for smart media planning and buying by leading online marketing trade publication. See below for the related articlehttp://www.clickz.com/media/media_buy/article.php/1562881Target Group: Women, ages 25 to 49, with kids, who believe family mealtime is important.

Similar Campaigns

12 items

Box Top for Teachers

VMLY&R COMMERCE, New york

Box Top for Teachers

2022, GENERAL MILLS

(opens in a new tab)