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

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

Nov 05, 2022 25 likes •415 views

Digital Marketing Particles // Campaign Blueprints Whos Doing What? (Digital) Marketing Success Stories Wrigleys Extra Unwrapping a Love Story Mike Berry Author & Editor-In-Chief We help Marketers succeed DIGITAL MARKETING

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Who’s Doing What? (Digital) Marketing Success Stories

Wrigley’s Extra Unwrapping a Love Story

Mike Berry Author & Editor-In-Chief

Digital Marketing Particles // Campaign Blueprints

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We help Marketers succeed

DIGITAL MARKETING PARTICLES SERIES

“We can help you progress in your Marketing role, give you the insights to deliver measurable results, guide you into a position to earn more and step closer to live a more flexible lifestyle. Become the Marketer employers and clients want to hire.”

Imran Farooq CEO & Co-founder

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So What’s Working and Why?

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Who’s Doing What? (Digital) Marketing Success Stories

  • REAL BRANDS
  • REAL CASES
  • REAL WORLD
  • REAL ROI!

…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.

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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?

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Case Analysis

q Background q Challenge q Solution q Results q Learnings

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Case

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Wrigley’s Extra – Unwrapping a Love Story

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Background

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Wrigley Company is an American Chewing Gum company founded in April 1891 by William Wrigley

  • Jr. and now wholly-owned

by Mars Incorporated.

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Wrigley is currently the largest manufacturer and marketer of chewing gum in the world!

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

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In 2007, Extra became the first chewing gum to receive the “American Dental Association's seal

  • f acceptance”
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Wrigley decided to run a different type of campaign to promote their Extra range of gum…

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Challenge

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

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Capture the minds (and mouths) of gum buyers

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Solution

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Wrigley’s Extra Gum – Unwrapping A Love Story

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TV AD

https://www.youtube.com/watch?v=XLpDiIVX0Wo

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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

  • rigami figures made with gum

wrappers was a huge success q Wrigley needed to follow this up!

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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.

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

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qThe soundtrack to the ad was a new version of Elvis Presley’s “Can’t Help Falling In Love,” by Haley Reinhart qThe 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

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An Integrated Campaign

#Giveextragetextra

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Case Video

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

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Results

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

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qThe 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 qThe Recording Industry Association of America (RIAA) certified that the record had gone gold

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Unwrapping across social media

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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

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

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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.”

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Learnings

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qExtra had a track record of emotional ads qThis was all about the execution: casting, acting, direction, music qLead medium was film (TV) but social media were crucial in amplifying the campaign/ extending the reach qEmotion sells!

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We help Marketers succeed

www.DigitalMarketingU.com/join

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Who’s Doing What? (Digital) Marketing Success Stories

Wrigley’s Extra Unwrapping a Love Story

Mike Berry Author & Editor-In-Chief

Digital Marketing Particles // Campaign Blueprints