WERTHER’S ORIGINAL


O O O O O

WERTHER’S CHALLENGED OXFORD TO ONE-UP THE SUCCESS OF OUR 2014 SOCIAL PROMOTION. WE GOT OUR GAME ON.

THE SCENARIO


In 2015, Werther’s Original engaged Oxford to develop an encore presentation of a successful 2014 social promotion. Specifically, we were challenged to:


  • Motivate trial of Werther’s Original Soft Caramels
  • Generate incremental sales
  • Increase consumers’ awareness of the new product offering and portfolio
50,800 CLICKS TO
THE SWEEPSTAKES
MICROSITE WITH
7% ENGAGEMENT

HOW WE MADE IT BRILLIANT


Our social media, digital and creative teams pulled out all the stops to develop a compelling campaign. We not only utilized Werther’s ongoing partnership with Disney Alliances® to create excitement in-store and expand online audiences, but also introduced a gamification layer to the sweepstakes to increase entries and user engagement. Tactics were highly integrated to maximize the power of each channel in the marketing mix.


Program Elements


  • Unwrap the Magic Sweepstakes
  • National/Regional Full Page FSI
  • Werther’s Display Tear Pad
  • Caramel eRecipe Booklet
  • eBlast
  • Blogger Outreach Program
  • Digital Advertising
  • Social Media Content

Facebook Advertising


To support the Unwrap the Magic Sweepstakes, we ran a Promoted Post campaign designed to generate engagement and participation. We targeted three primary audiences based on relevant interests. Paid advertising pulled in 50,800 clicks to the sweepstakes microsite and a 7% engagement rate.


In-Store/FSI


To track the impact at retail, vanity URLs were included in the creative for the FSIs and tear pad. Number of entries (total and unique) as well as top locations were tracked weekly for the length of the sweepstakes to pinpoint key regions for sales and brand interest.


Caramel Shoppe E-Blast

Using the current opt-in mailing list, two emails were sent to recipients that included information and links to the campaign elements ‐ Sweepstakes, e-recipe booklet, and coupon.


Blogger Outreach


Werther’s partnered with blogger network, Mom It Forward, to execute a blogger program that raised awareness of Soft Caramels through a product review, blog post, and recipe creation. Highly popular food and lifestyle blog, Six Sisters’ Stuff, joined in the program. Six Sisters’ Stuff quickly became a fan of Werther’s Original’s new Soft Caramels and continued to use the product in a recipe even after the sweepstakes ended.


Digital Advertising


GSD&M ran a digital advertising campaign throughout the entire length of the sweepstakes, utilizing two sets of creative to drive two separate calls-to-action ‐ download a coupon and enter the sweepstakes.


Success


The fall 2015 program set the stage for future online promotions proving that consumers want to engage with sweepstakes outside of a simple Enter-to-Win. Werther’s is continuing to build on the success of the gamification by expanding the levels of engagement for future promotions.


Campaign results:


  • Total Sweepstakes Entries: 485,046 (45% growth from 2014)
  • Total Unique Entries: 92,381
  • Total Word Scramble Plays: 237,714
  • Coupon Digital Campaign: $1.73 CPA (almost double the goal)
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KEY INSIGHT:
GAMIFICATION SATISFIED CONSUMERS’ DESIRE FOR ENGAGEMENT.

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