The mandate
Create a successful 360 campaign to connect the offline retail environment with the online contest environment.
Achieving all the client objectives:
• Online contest participation
• Increase sales (in-store)
• Have multi-brand awareness
Helping the consumers to get the right products that will help them with meal preparation.
So how to do that?
First, we needed to understand the consumer’s purchase process and all the touchpoints where users interact with the brands and products.
My participation involved not only the campaign strategy and client’s presentation but also the development of all the campaign visuals assets, art direction and UX/ UI.
Once the campaign key-visual was approved, I started to decline the campaign in all the involving pieces, first, the In-store POP, and then all the online assets microsite structure and other digital assets such as social media, videos, and web banners.
The contest Mechanics
To encourage product purchases, the entry to the contest was via product UPC codes primarily, but also, we had promo codes on social media and newsletter to encourage participation even without the product in hand.
During the process, there was this idea of having a little mix and match game to engage even more with users and tie the different brands. Internally at the team, we had separated opinions if these could be a discouragement for the user, since most of them don’t want to spend that much time, especially for simple contest participation, but also another part of the team was aiming for the part where a little fun can engage consumers with brands.
So, we went further, passing from a simple registration form process to adding an optional mix-and-match game that the user could share on social media.
Once the contest mechanics were determined I built the Microsite flow diagram.
With that in hand, I was able to create the interaction design, with all the website screens.
The result
We were able to achieve our goals, the program increased the impulsive purchases in-store, we drive people to contest via the different digital channels.
We were able to test that having a little fun to the participation added more engagement with users and brands.
Generating a program that was so successful that the client wanted back to create a regular basis program.
Client: Bimbo Canada
Agency: Active Marketing
UI - UX - Art Direction
