Client: Manufacturer of organic products distributed at Whole Foods stores.
Objectives: Primary goal was to obtain email addresses of qualified buyers. Secondary objectives were branding, building associations with Whole Foods and driving store sales.
Strategy: We created banner ads designed to attract prospects to click through to a campaign landing page. On that site they would provide an email address to enter a sweepstakes for a chance to win a $1,000 shopping spree at Whole Foods. Ads targeted women who live within a five-mile radius of a Whole Foods location, have children ages 5 to 12, are environmentally conscious, eat healthy foods and are cooking enthusiasts.
The campaign ran on websites that included iVillage.com, CafeMom.com and Oprah.com as well as those of magazines like Good Housekeeping and Oxygen.
- 20,000 people filled out the sweepstakes form.
- Campaign garnered an outstanding click-through rate.
- The client and its ad agency deemed the campaign “a huge success…”
- Helped consumers associate the brand with Whole Foods.