Creative Media Awards submissionChiquita – Back to SchoolPrepared by Gotham DirectNovember 4, 2011 1
The Challenge (brief part 1)A daunting task: develop a scale-able campaign to brand a ubiquitouscommodity among a new target segment with no existing awareness and ashoestring budget of less than half a million.Ads alone weren’t sufficient; Gotham Direct needed powerful role modelsand mighty institutions to turn bananas into Chiquita Bananas, a fun, healthyfood for a new generation (kids 7-11).The program titled “Back to School Chiquita Banana Smart Sweeps” targetedteachers (consumers also) in order to facilitate structured classroom learningprograms using Chiquita Bananas.The program included games, activities, lesson plans, nutrition 101 and ofcourse coupons for free Chiquitas in the classroom.Financial prize incentives were offered to provide much needed classroomsupplies/equipment.
Solution (brief part 2)An integrated cross-channel strategy was employed, engaging educators in aphased approach leading up to and thru BTS.Direct mail, display banners and e-mail blasts and SEM were used to blanketthe teacher market and directed them to a micro-site.The ‘Smart Sweeps’ site was designed to drive deep engagement byincentivizing content downloads.Social tactics helped spread the word while paid components were optimizedbased on performance.CRM tactics were used to acquire, engage and incentivize teachers toparticipate.An agreement with 20th Century Fox permitted fun use of Rio the movieelements into the campaign as well as coupons for the Rio DVD.
Results (brief part 3)The campaign ran from August to October of this year and delivered over 110million impressions and over 195,000 site visitors, averaging 3,050 per day.In total, 16,376 teacher emails were captured and more than 9,000 teachersfrom over 4,000 schools enrolled.52,000 games were played, 38,000 lesson plans were downloaded and 11,700videos were viewed.A new generation was introduced to Chiquita Bananas in a fun way.The program remains scale-able and portable for years to come.
Media ComponentsA cross-channel media strategy was developed to fully blanket the teacher market inthe most cost-efficient way possible. Media dollars were shifted based onperformance: Display Banners •Re-targeting •Grade School Sites Social Media E-mail Blasts •Grade School •Facebook Sites •LinkedIN •MDR Teacher List Search Engine Direct Mail Marketing
Integrated Cross-Channel Marketing Search Engine Marketing Press Release E-mail Display Banners Social Media Direct Mail1. Teacher visits and 2. Special offering through direct 3. Rio DVD coupons redeemed mail in Chiquita’s high in-store by teachers and interacts with microsite distribution areas. 30 Rio students. Chiquita Banana via advertising on coupons mailed to each teacher with call to action to give out to brand top of mind at the digital, direct mail and grocery store for teachers students. Secondary incentive press release. to sign-up early to receive 15 lbs and students. of free bananas coupon.
Creative: Display BannersDisplay banners ran across 85+teacher sites reaching over 10million unique visitors permonth. Tested and optimized based on placement and ad unit size.
Creative: E-mail Blasts E-mail blasts targeted top user opt-ins from teacher sites as well as 100,000 teacher names directly to their school e-mail address.
Creative: Direct Mail Two touch points of Direct Mail were sent to 100,000 teachers in Chiquita’s high distribution areas. The first mailer included 30 Rio DVD coupons. The second was a reminder postcard.
Microsite• The ‘Smart Sweeps’ Back to School campaign website was designed to drive deep engagement in the website through incentivizing downloading of content. Content included: – Games (Rio and Chiquita Banana branded) – Lesson Plans – Nutrition 101 – Worksheets and Activities – Awards and Incentives – Videos
CRM StrategyA CRM program was put into place to acquire, engage and incentivize teachers toparticipate in the sweepstakes. 1. Teacher signs up via the microsite. 2. Instant triggered e-mail to activate account is sent. 3. Multiple e-mail touch points with each active teacher to keep them engaged and incentivize repeat usage.
SweepstakesA unique sweepstakes was developed to excite teachers to sign-up and incentivize them to come back for higherchances to win.Point/Entry System:One entry awarded for each interaction with the micro-site’s offerings. •Registering your classroom •Logging in to the ‘Smart Sweeps’ website •Downloading Lesson Plan, Worksheet Activity •Playing a GameEntry Frequency: 40 entries per drawingPrize Details: 1) Drawing 1: $500 2) Drawing 2: $750 3) Drawing 3: $2,000 4) Grand Prize Bonus Drawing: $1,500Prize Schedule:A prize drawing took place every 3 weeks with a final grand prize bonus drawing on October 19th, 2011:Drawing 1: September 5th, 2011Drawing 2: September 26th, 2011Drawing 3: October 17th, 2011Grand Prize Bonus: October 19th, 2011Eligibility:Must be a teacher from an accredited school between grades Pre-K to 6th Grade.18+ years of ageTBD (National or State specific)
Measurement and ResultsBack to School campaign ran from August 14 to October 17. Media tactics were optimized based on thekey metrics of driving Teacher Sign-ups: Key Metrics Paid Media Tactics •Active Teacher Signups: 9,022 •Display (digital banners): •56,247,848 Impressions •From 4,000 schools •110,374 Visits to site •Teacher E-mails Captured: 16,376 •Social (facebook): •51,287,026 Impressions •8,041 Visits to site Website Results •E-mail Blasts: •Website Visits: 195,282 •1,892,970 Impressions •Avg. 3,050 visit per day •18,420 Visits to site •743,330 Page views •Search Engine Marketing: •52,633 Games Played •625,023 Impressions •38,368 Lesson Plans Downloaded •18,875 Visits to site •11,685 Videos viewed •Direct Mail: •200,000 Impressions •3,271 Teachers signed up from piece •300,000 Rio the movie DVD coupons issued Total of 110,252,687 Impressions During the same time period, the Chiquita Smart Sweeps microsite drove 150% more visitors and page views than Chiquita.com and ChiquitaBananas.com COMBINED.
Winners Winner #2 Winner #1 Brian HodgsonHolly White WALLED LAKE ELEMENTARY SCHOOLBrown’s Chapel Elementary WALLED LAKE, MichiganMurfreesboro, Tennessee“YAY!!!! I received this email. This is my school “Fantastic!! Just made my day”address “ Winner #3 Winner #4 (Bonus)Kelly VaughnCunningham Creek Elementary SchoolSt. Johns, Florida“This is Kelly Vaughn! Thank you so much!!!!”