Whos Doing What? (Digital) Marketing Success Stories Wrigleys Extra - PowerPoint PPT Presentation

Digital Marketing Particles // Campaign Blueprints Who’s Doing What? (Digital) Marketing Success Stories Wrigley’s Extra Unwrapping a Love Story Mike Berry Author & Editor-In-Chief

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So What’s Working and Why? DigitalMarketingU.com 3

Who’s Doing What? (Digital) Marketing Success Stories …a collection of some of the best recent digital and integrated marketing case studies from all over the world. Drawing on examples from 2 books: The Best of Global Digital Marketing 1 and 2, plus the latest award-winning digital and integrated cases…campaigns which blended creativity and technology to deliver real results for the brand owners. • REAL BRANDS • REAL CASES • REAL WORLD • REAL ROI! 4

Things to Think About q Was it good Marketing? Why? q Would it work in other countries? Why? q What can we learn from it? 5 5

Case Analysis q Background q Challenge q Solution q Results q Learnings 6 6

Case 7

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Wrigley’s Extra – Unwrapping a Love Story DigitalMarketingU.com 9

Background DigitalMarketingU.com 10

Wrigley Company is an American Chewing Gum company founded in April 1891 by William Wrigley Jr. and now wholly-owned by Mars Incorporated. DigitalMarketingU.com 11

Wrigley is currently the largest manufacturer and marketer of chewing gum in the world! DigitalMarketingU.com 12

“Extra” Gum was launched in 1984 as Wrigley’s first ever sugar-free product. DigitalMarketingU.com 13

In 2007, Extra became the first chewing gum to receive the “American Dental Association's seal of acceptance” DigitalMarketingU.com 14

Wrigley decided to run a different type of campaign to promote their Extra range of gum… DigitalMarketingU.com 15

Challenge DigitalMarketingU.com 16

q To follow up previous successes q To achieve stand-out q To engage this busy and rather cynical audience q To find a new way to say “Buy Wrigley’s Extra” (!) DigitalMarketingU.com 17

Capture the minds (and mouths) of gum buyers DigitalMarketingU.com 18

Solution DigitalMarketingU.com 19

Wrigley’s Extra Gum – Unwrapping A Love Story DigitalMarketingU.com 20

TV AD https://www.youtube.com/watch?v=XLpDiIVX0Wo DigitalMarketingU.com 21

q ‘Unwrapping a Love Story’ goes back to an earlier campaign titled ‘Origami’ for Extra gum, whose brand strategy is about making meaningful connections q The 1-minute TV ad featuring a father and daughter bonding through little origami figures made with gum wrappers was a huge success q Wrigley needed to follow this up! DigitalMarketingU.com 22

Wrigley and their agency came up with the love story between Sarah, an American girl, and Juan, a Spanish guy, a bicultural couple who reflected the reality of the marketplace. DigitalMarketingU.com 23

Their years together are remembered through gum- wrapper drawings depicting moments in their relationship. DigitalMarketingU.com 24

q The soundtrack to the ad was a new version of Elvis Presley’s “Can’t Help Falling In Love,” by Haley Reinhart q The visuals combined with the music to create “a visceral and undeniable response” in viewers, which Jeff Wurtzel (Senior Brand Manager of Wrigley) believes was the secret recipe for the ad’s success DigitalMarketingU.com 25

An Integrated Campaign #Giveextragetextra DigitalMarketingU.com 26

Case Video https://www.youtube.com/watch?v=tWX-N-5EBPU DigitalMarketingU.com 27

Results DigitalMarketingU.com 28

“Unwrapping A Love Story” reached 40 million online views in the first 2 days after its premiere… DigitalMarketingU.com 29

q The track climbed to #1 on Spotify Global the week of its release, and since then has been streamed on Spotify more than 47 million times q The Recording Industry Association of America (RIAA) certified that the record had gone gold DigitalMarketingU.com 30

Unwrapping across social media DigitalMarketingU.com 31

Reinhart’s cover also became a trending song on Apple Music, proving the ad hit the right notes in the ears and hearts of the target audience DigitalMarketingU.com 32

Haley Reinhart won a new record deal of the back of this campaign with Los Angeles- based independent rights management company Olé. DigitalMarketingU.com 33

Wrigley’s Extra won six trophies at the 2017 North American Effie Awards, including four for “Unwrapping A Love Story” and two for “Give Extra, Get Extra.” DigitalMarketingU.com 34

Learnings DigitalMarketingU.com 35

q Extra had a track record of emotional ads q This was all about the execution: casting, acting, direction, music q Lead medium was film (TV) but social media were crucial in amplifying the campaign/ extending the reach q Emotion sells! DigitalMarketingU.com 36

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Digital Marketing Particles // Campaign Blueprints Who’s Doing What? (Digital) Marketing Success Stories Wrigley’s Extra Unwrapping a Love Story Mike Berry Author & Editor-In-Chief