Case Studies - Effective Forms of Digital Advertising
Case studies of social media advertising and campaigns which effectively drove millennial engagement that was done by (or in conjunction with) retail companies include those by Costco, Harris Teeter, HP Ink in conjunction Staples, Best Buy, and Office Deport, and Pepsico in conjunction with Walgreens. Below, you will find more details.
Costco is a mass retailer that has been targeting millennials and successfully used social media campaign to reach millennials. The overall campaign involved social media, content strategy, landing page design and more. They worked with Red Bird Group to create content for their and social channels and website, develop tone and voice and guides for customer support, and fine-tune the overall marketing strategy for Costco Services.
The marketing campaign achieved good results. The "three-month campaign targeted at millennials received 1 million+ impressions, sent 170K clicks to the microsite on Costco.com, and generated conversation with 3.4% engagement around the program on Facebook." They also achieved a "3.7% CTR on the program and a 6.4% CTR on our separate makeover campaigns."
Harris Teeter is a national grocery and pharmacy chain in the US. The company actively targets millennials with its selection of fresh offerings for health-conscious shoppers that are mostly millennials.
The company wanted to drive in-store traffic with a social media campaign and were able to do that. The campaign was managed by Single Grain, an ad agency, and they describe their approach as follows: "We started off by testing a variety of different ad creatives, targeting segments, and placements. This helped us find a few combinations that delivered the most visibility for Harris Teeter in terms of social media fan base. Once the fan base was established, we started growing the engagement rates of posts. The strategy we used to get in front of new customers was behavioral targeting. We implemented geographic targeting of ads, Lookalike Audiences, and oCPM (Optimized Cost Per Mille) bidding to stretch ad dollars the furthest."
To get the social media fans to the store and track the effectiveness of their campaign, they incorporated coupons into the campaign. They drove "15,000 people to Harris Teeter stores with a single campaign. We also doubled Facebook reach within six months and monetized new fans. Just one coupon campaign drove more than 25,000 conversions during the holiday season. We also boosted post engagement by 400%."
HP INK AND RETAIL STORES
HP wanted to get more of its HP Ink off the shelf in Staples, Best Buy, and Office Depot and launched a mini social media campaign that targeted millennials to achieve it. They employed the services of 65 social media influencers and got them to advertise "a week-long BOGO 50% off sale for HP Ink at Staples, Best Buy, and Office Depot ."
The campaign was a success and it garnered over 12.2 million campaign impressions and "37% of Social Spotters reported purchasing HP Ink while at the retail locations."
PepsiCo and Walgreens
Pepsico wanted to be part of the millennial conversation during the past summer as well as drive sales of its limited edition packaging that came with different emojis in Walgreens stores. The campaign was tagged #SayItWithPepsi and they aimed to get millennials on social media to join in and share the hashtag.
To achieve this, PepsiCo created content "designed to encourage the millennial target audience to join in on the #SayItWithPepsi conversation through social media engagement. The campaign also strove to drive product trial at Walgreens through a mix of retail-based influencer content, user-generated content, and targeted content syndication."
Pepsico described their strategy as follows: "the marketing approach leveraged highly influential creators to develop and distribute original, relevant and inspiring organic-style content that evoked a sense of energy, excitement, and relevancy within the target audience. Participating influencers were made up of visual creatives, storytellers and trendsetters.
We utilized content production, layered syndication, and social activations to achieve the best possible results. Content production included original blog posts, photography, and branded video content. Influencers participated in Walgreens Social Shops to provide a clear path to purchase for their audiences and showcase in-store selections. This content was incorporated into long-form blog posts and free-standing "teaser" social shares. It drove readers into Walgreens and Duane Reade stores to purchase their Pepsi Emoji bottles and anything else they needed in order to create an exciting summer adventure."
The campaign garnered over 46 million impressions and over 50,000 engagement. The share of "voice for Walgreens and Pepsi, combined, more than doubled during the campaign and overall mentions of Pepsi Emoji increased by 677 percent" Other results include:
- "6.3 million impressions garnered during two Twitter parties
- 2.2K mentions during Twitter parties
- Instagram Challenge generated over 1.3K entries
- A content production value of $26,700"