Digital Marketing Particles // Campaign Blueprints Who’s Doing What? (Digital) Marketing Success Stories Wrigley’s Extra Unwrapping a Love Story
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DigitalMarketingU.com 3 Who’s Doing What? (Digital) Marketing Success Stories
…a collection of some of the best recent digital and integrated marketing case studies from all over the world. Drawing on examples from 2 books: The Best of Global Digital Marketing 1 and 2, plus the latest award-winning digital and integrated cases…campaigns which blended creativity and technology to deliver real results for the brand owners.
• REAL BRANDS • REAL CASES • REAL WORLD • REAL ROI!
4 Things to Think About
q Was it good Marketing? Why? q Would it work in other countries? Why? q What can we learn from it?
5 5 Case Analysis
q Background q Challenge q Solution q Results q Learnings
6 6 Case
7 DigitalMarketingU.com 8 Wrigley’s Extra – Unwrapping a Love Story
DigitalMarketingU.com 9 Background
DigitalMarketingU.com 10 Wrigley Company is an American Chewing Gum company founded in April 1891 by William Wrigley Jr. and now wholly-owned by Mars Incorporated.
DigitalMarketingU.com 11 Wrigley is currently the largest manufacturer and marketer of chewing gum in the world!
DigitalMarketingU.com 12 “Extra” Gum was launched in 1984 as Wrigley’s first ever sugar-free product.
DigitalMarketingU.com 13 In 2007, Extra became the first chewing gum to receive the “American Dental Association's seal of acceptance”
DigitalMarketingU.com 14 Wrigley decided to run a different type of campaign to promote their Extra range of gum…
DigitalMarketingU.com 15 Challenge
DigitalMarketingU.com 16 qTo follow up previous successes
qTo achieve stand-out
qTo engage this busy and rather cynical audience
qTo find a new way to say “Buy Wrigley’s Extra” (!)
DigitalMarketingU.com 17 Capture the minds (and mouths) of gum buyers
DigitalMarketingU.com 18 Solution
DigitalMarketingU.com 19 Wrigley’s Extra Gum – Unwrapping A Love Story
DigitalMarketingU.com 20 TV AD
https://www.youtube.com/watch?v=XLpDiIVX0Wo
DigitalMarketingU.com 21 q ‘Unwrapping a Love Story’ goes back to an earlier campaign titled ‘Origami’ for Extra gum, whose brand strategy is about making meaningful connections
q The 1-minute TV ad featuring a father and daughter bonding through little origami figures made with gum wrappers was a huge success
q Wrigley needed to follow this up!
DigitalMarketingU.com 22 Wrigley and their agency came up with the love story between Sarah, an American girl, and Juan, a Spanish guy, a bicultural couple who reflected the reality of the marketplace.
DigitalMarketingU.com 23 Their years together are remembered through gum- wrapper drawings depicting moments in their relationship.
DigitalMarketingU.com 24 qThe soundtrack to the ad was a new version of Elvis Presley’s “Can’t Help Falling In Love,” by Haley Reinhart
qThe visuals combined with the music to create “a visceral and undeniable response” in viewers, which Jeff Wurtzel (Senior Brand Manager of Wrigley) believes was the secret recipe for the ad’s success
DigitalMarketingU.com 25 An Integrated Campaign
#Giveextragetextra
DigitalMarketingU.com 26 Case Video
https://www.youtube.com/watch?v=tWX-N-5EBPU
DigitalMarketingU.com 27 Results
DigitalMarketingU.com 28 “Unwrapping A Love Story” reached 40 million online views in the first 2 days after its premiere…
DigitalMarketingU.com 29 qThe track climbed to #1 on Spotify Global the week of its release, and since then has been streamed on Spotify more than 47 million times
qThe Recording Industry Association of America (RIAA) certified that the record had gone gold
DigitalMarketingU.com 30 Unwrapping across social media
DigitalMarketingU.com 31 Reinhart’s cover also became a trending song on Apple Music, proving the ad hit the right notes in the ears and hearts of the target audience
DigitalMarketingU.com 32 Haley Reinhart won a new record deal of the back of this campaign with Los Angeles- based independent rights management company Olé.
DigitalMarketingU.com 33 Wrigley’s Extra won six trophies at the 2017 North American Effie Awards, including four for “Unwrapping A Love Story” and two for “Give Extra, Get Extra.”
DigitalMarketingU.com 34 Learnings
DigitalMarketingU.com 35 qExtra had a track record of emotional ads
qThis was all about the execution: casting, acting, direction, music
qLead medium was film (TV) but social media were crucial in amplifying the campaign/ extending the reach
qEmotion sells!
DigitalMarketingU.com 36
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Mike Berry Author & Editor-In-Chief