Maker's Mark DM MAKER'S MARK AMBASSADOR HOLIDAY MAILING by Doe-anderson

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MAKER'S MARK AMBASSADOR HOLIDAY MAILING

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Industry Whiskey
Media Direct marketing
Market United States
Agency Doe-anderson
Art Director Scott Troutman
Copywriter Scott Boswell
Released December 2011

Credits & Description

Category: Retention
Advertiser: MAKER'S MARK
Product/Service: MAKER'S MARK BOURBON WHISKY
Agency: DOE ANDERSON
Chief Creative Officer: David Vawter (Doe Anderson)
Art Director: Scott Troutman (Doe Anderson)
Copywriter: Scott Boswell (Doe Anderson)
Graphic Artist: Tim Kennedy (Doe Anderson)
Media placement: Direct Mail - Mailing - December 1, 2011
Describe the brief/objective of the direct campaign.
The brief is simple: create a holiday mailer to be sent to Maker's Mark's most loyal customers, our Ambassadors, to demonstrate how much we value their devotion to the brand, and do it in a way consistent with Maker's brand personality — friendly, approachable, not taking itself too seriously. And in a way most likely to get them to share their holiday gift — and their love for the brand — with friends.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was to give their favorite bourbon something they never knew it needed — a tiny, tacky holiday sweater perfectly tailored to a 750ml bottle of Maker's.
Explain why the creative execution was relevant to the product or service.
The bottle sweater gave our Ambassadors a new reason to share their love of Maker's Mark with their friends, both in the physical and digital realms. The Maker's Mark Facebook page was inundated with thousands of thank you's for what many called the best holiday gift so far from the brand. Even better, we got over a thousand photos of our sweater adorning bottles, small pet and even the occasional infant. By every measure the mailer was successful beyond our goals. Oh, and Maker's Mark sales grew 19% in 2011.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The only goal of the Maker's Mark holiday mailer is to show our Ambassadors we value their loyalty to the brand, and to encourage sharing with friends. By virtue of the thousands of Facebook postings and photos of bottles, pets and babies wearing the sweater, we (and the client) deemed the program a success. The brand is on allocation (all available inventory sold through), and volume increased 19% in 2011.