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Great reach for awareness by @DukesMayonnaise over their broken trophy. People around the country now have the Mayo on their radar.
But missed opportunity with no FB or IG ads to follow.
Once “free” reach wears off, here’s what I would do. A thread
But missed opportunity with no FB or IG ads to follow.
Once “free” reach wears off, here’s what I would do. A thread
First I would focus on Wisconsin fans. I would run targeted ads to fans of Wisconsin Football, you could even segment down to families, etc.
The creative “Thanks for breaking our trophy...here’s a gift for you.”
Any Wisconsin fan who sees the photo below will click.
The creative “Thanks for breaking our trophy...here’s a gift for you.”
Any Wisconsin fan who sees the photo below will click.
The click through should land on a page that offers BOGO coupon for Mayo. Fan enters the email, gets the offer.
You’re gaining 1st party data of Wisconsin fans, which you can segment into a custom audience to hit all year round (new products).
All this while driving sales.
You’re gaining 1st party data of Wisconsin fans, which you can segment into a custom audience to hit all year round (new products).
All this while driving sales.
I would then build a FB/IG ad campaign around Wake Forest football fans. Same criteria as before.
I would send ads that said “such a tough loss, but we appreciate the Deacons, so here’s an offer.
Same landing page with offer, same email collected.
I would send ads that said “such a tough loss, but we appreciate the Deacons, so here’s an offer.
Same landing page with offer, same email collected.
With both campaigns, you can grab a huge foothold in each fanbase and geographic area to easily, and cheaply, send ads & content later.
Next year when sponsoring the bowl, I would have campaigns like these ready to go immediately after the game result.
Next year when sponsoring the bowl, I would have campaigns like these ready to go immediately after the game result.
One last bonus, I would offer a contest nationwide to college football fans. Storyline:
Last year our trophy was broken...this year, we’re letting you create it. Design a new trophy and win tickets to the game.
Every entry you ask for email, school, and offer BOGO for sales.
Last year our trophy was broken...this year, we’re letting you create it. Design a new trophy and win tickets to the game.
Every entry you ask for email, school, and offer BOGO for sales.
What this does is build relevance. If fans just saw a Duke’s Mayo ad they might keep swiping. But if they saw the trophy, there is context and curiosity.
In digital ads, both of the above lead to more engagement and clicks...which means a lower Cost Per Click.
In digital ads, both of the above lead to more engagement and clicks...which means a lower Cost Per Click.
Overall, Duke’s Mayo is doing a great job with capitalizing on moment, offering 15% off for Badger fans.
I would pour some gasoline on this fire, run some targeted FB/IG ads around the content, to really drive sales before this loses momentum.
I would pour some gasoline on this fire, run some targeted FB/IG ads around the content, to really drive sales before this loses momentum.
