Sunday, March 10, 2019
Ad Strategy Report Essay
Vermonts famous ice cream markers, Ben & Jerrys, put downed the City Churned campaign summer of 2013 where louvre major cities voted in traditional and non-traditional ways to create a unmatched flavor that capture elements of the city. The five major cities were Seattle, Portland, San Francisco, Washington DC and newborn York City. Ben & Jerrys alike teamed up with local anesthetic favorites to make the flavor level more represent the city it is for. At the end of the summer, Ben and Jerrys served the final exam product the city chose at community blushts.Ben & Jerrys objective from start this campaign was of course to increase sales, exclusively also to create a deeper connection was their consumers, Mike Hayes, Ben & Jerrys assistant digital marketing manager, told Adweek. another(prenominal) main objective of the City Churned campaign was to remind pack of the favorable mission the company stands for and the importance of local roots. Their social mission is almost ke eping ingredients real (no GMOs) and doing what is best for the planet at large. The company treasured to also focus on the importance of local roots by using products from companies local to that city.There were main three strategies that Ben & Jerrys use in order to meet their objectives. The first schema was having an interactive campaign. They do it so people were voting by doing everyday life activities, much(prenominal) as what turn gate you use when heading to train. The second strategy was taking a modern twist on crowdsourcing. They used the traditional method of having a website where people would directly vote right there, but also used new different ways to gather even more input. Ben & Jerrys teamed up with transportation services popular to the city to count votes as well.In New York City, the cabs headed uptown counted as a vote towards peppermint, whereas a cab headed downtown was a vote Fairtrade vanilla. In Portland, they watched the men entering Cartopia and w hether he had a mustache or abeard was vote for different flavors. The last strategy they used was qualification local elements the main part of the campaign. This made locals to the city or people who knew the place interested in what was being picked. That created a lot of turn press for Ben & Jerrys. Local newspaper throughout the summer kept encompass of the voting and what was happening.Some of the proficiencys that Ben & Jerrys used to accomplish the goal was repetition. Their pull in was all around the cities, especially at local hot spots. They also promoted the product being special to each city by capturing the local elements and flavors, and letting the people decide what flavors and elements really show the city. Another technique used was creating excitement, which created participation. The whole campaign was based around the people bond what they wanted. People took pictures are local monuments and used the hashtag for their city to vote and get into the campaig n.