PUT YOUR HAND THROUGH IT! by ZenithOptimedia New York for Drumstick

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PUT YOUR HAND THROUGH IT!

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Industry Ice cream & Cold desserts
Media Promo & PR, Case study
Market United States
Agency ZenithOptimedia New York
Creative Director Jeff York
Released April 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: NESTLÉ USA
Product/Service: DRUMSTICK ICE CREAM
Date of First Appearance: Apr 27 2009 12:00AM
Entrant Company: ZENITH OPTIMEDIA, New York, USA
Entry URL: http://www.drumstick.com/
Associate Communications Planning Director: Bill Durrant (ZenithOptimedia)
Communications Planner: Laura Victor (ZenithOptimedia)
Digital Supervisor: Ariella Schachter (Zenith-interactive)
Print Negotiator: Matthew Clarke (ZenithOptimedia)
Senior Vice President/Group Communications Planning Director: Michele Fukumoto (ZenithOptimedia)
Vice President/Group Magazine Director: Karen Finelli (ZenithOptimedia)
Associate Communications Planning Director: Britt Florey (ZenithOptimedia)
Associate Digital Planning Director: Kathryn Burns (Zenith-interactive)
Creative Director: Jeff York (JWT Chicago)
Interactive Client Services Director: Steve Hay (Smith Brothers)
Media placement: High-Impact Actual Size Print - Redbook, Good Housekeeping, Everyday With Rachael Ray, Family Fun, Parenting - 27 April 2009
Media placement: High-Impact Actual Size Print - Parents, Real Simple Family, Better Homes & Gardens, People, US Weekly - 27 April 2009
Media placement: High-Impact Actual Size Print - Family Circle, Scholastic Parent & Child, Working Mother - 27 April 2009
Media placement: Breakthrough Direct Mailers - Meredith Direct - 15 April 2009
Media placement: Influencer Digital - CaféMom, AOL, Nick Parents Connect, Yahoo!, Google - 13 April 2009

Results and Effectiveness
Everyone responded to Drumstick in 2009. Critical Feedback: Multiple blogs highlighted our unique campaign, including admonkey.org. High-Impact Print: Drumstick outperformed benchmarks in every single measure taken– including Purchase Intent, Recall, and Awareness*** Market Share: Since April, the Drumstick brand is up to 15%, now #2 in its category Sales: In a stagnant category (+1%), Drumstick grew 14%* through the campaign. Targeted Mailers: Drumstick had a redemption rate 3x higher than industry average**! Digital: Consumers made over 285,000 visits to our influencer group; Lil’ Drums had an amazing coupon conversion 4.5x average; and brand attribute results were through the roof.

Creative Execution
Solution: Change the conversation. Don’t just TELL moms Drumstick stands for them. Show them. And thus our (not so) Big Idea was born: Actual Size, Actual FUN! (AS/AF!) High-Impact, Interactive Print: Building on killer creative ideas, we brought to life Lil’ Drums’ Actual Size Finger Hole Units! These units perfectly embodied AS/AF! in every way, and millions of moms know about Lil’ Drums because of them. Breakthrough Mailers: “Direct mail is boring.” Not anymore. We distributed 250M mailers to moms showing them Lil’ Drums. High-Impact Influencer Digital: How could we support Lil’ Drums and our new website? • Dialogue/Buzz: A custom influencer programme was created to foster viral word-of-mouth • Inciting Purchase: Drumstick encouraged trial with an online couponing effort • Adding Scale: Through targeted Rich Media efforts With limited budgets, our campaign had to look and speak the same way across vehicles. Did these synergies overdeliver? See the results.

Insights, Strategy & the Idea
It was 2009. Not 1928. Our mission was to modernise Drumstick and launch the most significant product extension in our history – new Lil’ Drums. We had objectives, knowing success would be measured by sales, awareness, conversations, trial, etc. Our target audience of moms loved Drumstick as a kid. How could we make Drumstick relevant and a habitual part of her summer routine? Moms Insight: Sometimes I feel my kids and I are under pressure to do, learn, perform and get ahead. I love them just the way they are, what matters most is taking time to enjoy each other. Developed via focus groups and tracker studies, this insight led to our challenge: Show moms that Drumstick gets their families’ lives TODAY – and breakthrough using the launch of Lil’ Drums. Result: We drove Drumstick from the edge of boring into a cutting-edge ROI rockstar, all in one enchanted summer.