Cannes Lions

GREEN LABEL

COMPLEX MEDIA, New York / MOUNTAIN DEW / 2015

Case Film

Overview

Entries

Credits

Overview

Description

The platform is published from the United States where the legal framework is relatively relaxed with respect to branded content.

Execution

Green Label is unique in the branded content world in that no paid advertising is directed there. We built its audience from nothing to half a million monthly unique visitors primarily through syndication on Complex.com and other sites, effective SEO, and developing followers on Facebook, Twitter, and Instagram. Other tactics that have built the audience include events, social promotion from influencers covered on the site, and earned media. The audience is 82% male and 50% 18-34 according to Google Analytics, perfectly matching Mountain Dew’s target audience.

Outcome

1. Consumer metrics:

- 500,000 unique monthly visitors and 7 million unique visitors total

- Average of 3 minutes spent on site and 8 page views per session

- Including social media total platform reach is over 200 million with over a billion impressions on the platform itself

- Over 2,500 pieces of earned media picked up on other websites and over a billion earned impressions

- Over 500,000 social interactions

2. B2B Metrics

- Green Label is such a relevant voice for its audience that other brands now buy advertising on the site. Over 80 brands have advertised on Green Label including Levis, Oakley, Adidas, Toyota, and Mercedes Benz. To date Green Label has generated over $1,000,000 in incremental revenue, a portion of which is returned to Mountain Dew each year.

3. Business Metrics

- Among Millennial CSD drinkers Mountain Dew has seen strong gains in brand perception +13 "Brand I love", +17 "Brand that sets trends", +14 "Brand that understands me and things that I do", + 19 "Brand Preference" according to Millward Brown in 2014. Sales were up 3.8% for Mountain Dew in FY 2014 compared to up .1% for their category according to IRI.

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