The Challenge
Mellow needed a digital partner to help them launch their freshly baked burger products into the conscious of their customers and bring Herb and Carnie—the two personas of their new burgers—to life. Using strong brand research, a fantastic sweepstakes prize, some crafty digital strategy, and owned creative assets as the main ingredients, we cooked up a campaign that ultimately became Mellow’s most successful new product launch in company history.
Research
Consumer insights showed that Mellow’s audience was all-in for their hyper-mellow branding. Our resident burgers Herb and Carnie were also primed for bud-friendly banter, setting the stage for playful humor and storytelling. Platform analytics showed that our audience was apt to share and engage with this kind of content on Facebook, so we determined that a social and interactive component was crucial.
The Solution
Leveraging vignette animations and videos from their in-house team and their plethora of digital platforms, the #BurgerBFF Campaign was built. This engaging sweepstakes campaign combined their paid, earned, and owned channels into one, fluid experience.
Our campaign was headquartered on a mobile-friendly microsite, where our audience could sign up to win a grand prize trip to Denver or Seattle or interact with our burger buds through humorous videos, “BFF” quizzes, and custom Herb or Carnie-branded Pandora playlists.
Extended Interactions
Using photos and comments from our audience on social, we also created real-time customer response videos, bringing more life to our favorite burger buddies across organic channels. Any users to the site and within our audience segments also received retargeted ads on Facebook and across Mellow’s digital platforms, spurring more organic interactions and awareness of the new burgers. Beyond social, we used Mellow’s email database to send targeted messages to audiences and encourage more submissions on our microsite sweepstakes page. As expected, these extensions gave our burger buddies some serious reach.
