Tada Moment
I was confident with mobile optimization, instant win and branding we could create a promotion that exceeded the previous. Measuring door swings and re-engagement would be a challenge.
Research
I began by reviewing the creative brief, past promotions, instant win sweeps and similar CPG campaigns.
Role:
Project Manager
Lead Designer
QA
Tools:
Proto.io
Adobe Animate
Adobe Photoshop
Project:
Mobile Application
Branding
Findings:
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In-store awareness limited by clean store policies and no real-time sales figures.
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Past promotion wasn't mobile optimized. Big improvement could be added here.
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Instant sweeps are great for conversion with a 3x higher conversion rate compared to standard sweepstakes.
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Sweepstakes preform well with mothers demographic.
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Previous campaign had social presence with regards to collecting Chiquita/Minions stickers. Fans actively went out to collect the stickers.
Design Requirements:
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Promote door swings
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Measure sales
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Increase Chiquita newsletter opt-ins
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Appeal with mothers and children
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Mobile optimization
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3 month timeline
Overview
Universal and Chiquita had an exclusive partnership with the release of the Minions movie. The promotion would feature collectible minions stickers on all Chiquita bananas, instant win sweepstakes and supporting website. The goal of the campaign was to increase sales and Chiquita newsletter opt-ins.
This was going to be Chiquita's biggest promotion of the year and needed to maximize the partnership to its fullest potential.
Everybody is a winner!
Instant win sweeps generate conversions but are subject to gaming by users and didn't provide the positive experience I wanted to achieve. Users sign up and instantly lose and never to come back. Wouldn't it be great if everybody really instantly won! I decided to design an experience that was truly instant win. It wasn't cost feasible to provide physical prizes but digital could be freely given. Digital prizes would be wallpapers, coloring books, mini clips and game power-ups.
Users play mini-games to unlock instant win prizes. The rewards would be Minion/Chiquita Swag or a digital prize. The digital prizes provided significant value because they guaranteed everyone was a winner.
Development
As creative director I led approvals with both Chiquita and Universal making sure both brands style guides were met while getting approval on the experience.
Users could activate the campaign via in-store signage, digital ads and social.
Mid development the promotion was expanded to Europe and needed to be localized to 4 other languages.
In-all the project took 3 months to develop from pitch to development. I held daily scrums in order to keep the project on track.
Results
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Doubled the size of Chiquita's CRM database
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237,000 hours of consumer attention
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5 Million activities completed
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Won 2 Awards
Sticker Scanner
Through my research phase I found technology that provided image recognition over mobile web. I didn't want the campaign to be app dependent because of multiple points of friction before activation. The stickers were a major part of the campaign and along with image recognition the user could scan to unlock prizes. This also provided a passive way for the brand to measure sales in real-time.
Hindsight
I almost went with just sticker scanner as the means to participate. This would have been a much cleaner and focused campaign.
Co-promotions need to account for extensive review cycles that add extra time to the project timeline.
CPG promotions requesting in-store activation need to be planned far in advance to ensure store participates.
Design
