Contagious Is Big on Results. Our Editorial Team Follows up Every

Contagious is big on results. Our editorial team follows up every campaign we cover by asking the agency and brand for the data that shows the work worked. This allows us to tell the whole story of each campaign, from the client’s original business objectives, through the creative execution, to the results. For this report we raided our archives to compile some of the most interesting, famous and revealing cases we’ve published over the years. For all the confusion and conflict about which metrics matter, we believe there’s still a lot to learn from analysing how campaigns perform against the measures by which agencies and marketers are judged. So, whether you’re looking to prove the efficacy of an idea, gain some inspiration or just satisfy professional curiosity, we hope this report helps. C ontents / 03 Burger King / Whopper Detour 04 Nike / Dream Crazy 05 SKII / Marriage Market Takeover 06 Åland / Åland Index 07 Coca-Cola / Share a Coke 08 Pedigree / Child Replacement Programme 2 Did it Sell? / Burger King Whopper Detour How a fast-food chain boosted app downloads with simple 1.5m technology, a strong PR strategy and a whole lot of cheek New app downloads ore than anything else, Burger campaign got a lot of traction. According to King loves trolling McDonald’s. Machado it racked up 3.3 billion impressions, 500k M And, in December 2018, it got equivalent to $37m in earned media, and One-cent Whoppers its rival good and proper. more than half a million one-cent Whoppers redeemed To boost downloads of its mobile app, were purchased, even without any spend on Burger King sold its Whopper hamburgers TV, radio or social media influencers. for $0.01, but only to customers within ‘The investment was really minimal because 700% a 600-foot radius of a McDonald’s. To we knew the idea would take off by itself,’ Increase in access the deal, people had to download says Machado. FCB made a promotional film, number of the Burger King app and visit a McDonald’s. which the brand promoted digitally, as well products sold When they were close enough they could as a few print ads and some out-of-home through Burger order a one-cent Whopper through the app, ads (carted around on a trailer and displayed King app which would then direct them to the nearest outside various McDonald’s locations). Burger King for collection. To redeem the offer people had to The Whopper Detour campaign, created download the app, input their credit card with FCB New York, lasted just nine days details and essentially rehearse driving to their 200% but took a year to pull off. For it to work, nearest Burger King (albeit via McDonald’s) Increase in sales Burger King had to geofence all 7,000 of its to pick up their order – making a full-price through app after US restaurants, as well as every McDonald’s repeat performance at a later date easier. the promotion (there are more than 40,000 of them). ‘It was The offer was for a Whopper only and ended, compared a lot of work,’ says Fernando Machado, the hungry travellers had to pay for any extras to before campaign brand’s CMO, ‘but it paid off big time.’ themselves. The upshot: the campaign It’s a great PR story – the headlines pretty generated the highest weekly traffic increase much write themselves. ‘Get a Whopper for to Burger King restaurants since 2015 and 27:1% a penny at McDonald’s’ is a sure-fire way the heavily discounted Whoppers didn’t cut ROI from the to turn some heads. So, unsurprisingly, the into profit margins. campaign 3 Did it Sell? / Nike 31% sales increase from 2 to 4 September $83.47 Nike share price 10 days after the campaign launch, an all-time high $43m earned media within the first 24 hours Dream Crazy How a leading sports brand risked losing customers by 2.7m supporting a divisive athlete, prompting a 31% sales boost mentions of Nike around the time of the campaign ike made one of the boldest supporters saw him as a champion marketing moves of all time of social justice, and the athlete inspired N in September 2018, signing others to follow his lead. American footballer Colin Kaepernick to The Nike campaign began on 3 1,300% a campaign celebrating 30 years of the September, with Kaepernick tweeting a increase in brand’s Just Do It slogan. black-and-white image of his face with the mentions of Nike Kaepernick, a former San Francisco 49ers strapline: ‘Believe in something. Even if it on Twitter between quarterback, was ostracised by the NFL means sacrificing everything.’ The post 2 and 3 September for protesting racial injustice and police immediately became international news. brutality in America by kneeling during the As the stats attest, the campaign instantly national anthem. moved the needle for Nike, but it’s also worth 170 k Kaepernick’s detractors (US President remembering that this was an emotional new Nike Instagram Donald Trump among them) said kneeling brand activation that will work hardest for followers post was offensive and disrespectful, but his Nike as part of a long-term strategy. campaign launch 4 Did it Sell? / SK-II 45m Marriage Market Increase in sales during six-week Takeover campaign period When beauty brand SK-II overhauled a demeaning 10 0% Increase in brand ‘marriage market’ in China last year to make a statement awareness in China about the pressures single women face as they get older, after the campaign the emotional message inspired a 50% sales uplift 7. 2 m n China, unmarried women over 25 to create emotional content by tapping into Social actions are called ‘Sheng nu’ (leftover women) real tension in the lives of our audience is generated by the I and pressured by family and society strong,’ says agency planner My Troedsson, campaign, the vast to find a husband. Sometimes, parents so the brand continued with a similar tone. majority (6.2million) even advertise their Sheng nu to single A subsequent film, The Expiry Date, were in China men at so-called marriage markets – expanded the scope further to include that’s where luxury cosmetics brand SK-II women in Japan and South Korea, as well decided to take a stand. as China, and is based around the idea that The brand and Forsman & Bodenfors many women feel their 30th birthday marks 50% Gothenburg created a film about turning the moment they become worthless. SK-II China’s a Shanghai marriage market into a While the Marriage Market Takeover was year-on-year sales celebration of the women in their own right, covered by press in 54 countries, SK-II felt growth in China in replacing signs to attract potential suitors the real impact in China. The number of new the first six months with affirmations about indepence, and SK-II customers in the country has tripled capturing their parents’ response. since the campaign launched and brand In the six months following the campaign awareness has doubled. ‘A strong emotional 200k launch, the company’s sales increased by message has the ability to break through, Positive comments 50% year-on-year, and SK-II regained the engage, strengthen the brand and create where women number one spot in luxury skincare globally, sales,’ says Troedsson. By adding Japan explicitly expressed with China driving its growth. and South Korea into its Change Destiny how the campaign The Marriage Market Takeover was part campaign, SK-II is hoping to further boost improved their of the brand’s bigger Change Destiny its sales, awareness and customer base perception of campaign. ‘It became clear that our strategy across Asia. the brand 5 Did it Sell? / Åland Åland Index How a financial institution significantly increased its customer base by championing environmental responsibility n 2016 the Bank of Åland found itself offset their carbon footprint, for example, in a challenging climate. Consumer making lifestyle changes or donating the I trust in financial institutions was at an estimated carbon footprint amount to all-time low. People in Finland and Sweden a local or global environmental initiative. 186% didn’t like or care about banks, but they were Those who don’t bank with Åland can check Increase in concerned about the environment. According their environmental impact online. brand awareness to the WWF in Sweden, 65% said they would While the primary target audience for change their bank for a greener competitor. the project was originally high-net-worth In a bid to position itself as ecologically individuals in Finland and Sweden, the bank 1,14 9 responsible, the Bank of Åland and RBK has made the tool available for everyone, New Baltic Sea Communications Stockholm created The including other banks. Already, businesses Project Accounts Åland Index: a tool that calculates customers’ from 10 countries have contacted Bank of created carbon footprints based on their purchases. Åland to get involved. What’s more, the brand Supporting the environment is especially has received unprecedented interest from appropriate for the brand, given that the companies wanting to adopt the Åland Index. bank was founded more than 100 years ago ‘As the bank does not issue corporate €32m on an island in the centre of the Baltic Sea, cards, the attention caught us by surprise,’ Increase in now one of the world’s most threatened said Mathias Wikström, CEO of RBK deposits in the marine ecosystems. Communications. ‘But due to the huge accounts linked to As we covered in Contagious 49, the interest, a corporate card with the Åland the Åland Index Åland Index is part of the bank’s wider Index function is now under development.’ ($35m) Baltic Sea Project, in which the company The project has been so successful that replaced its plastic credit cards with MasterCard – which helped gather the biodegradable ones.

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