Direct to Consumer
This category recognizes effective marketing efforts from direct to consumer (DTC) businesses, for any type of product or service and from any marketplace segment.
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2023 GOLD
Aged by Audio
Unlike most snacks, Cheez-It is made with 100% real cheese. But most don’t find this differentiator exciting. So when we heard there was a breakthrough process for aging cheese to hip-hop, we couldn’t resist. After aging Cheez-It to hip-hop for 6½ months, we launched Aged-by-Audio – the first-ever sonically-aged cheese snack. But instead of launching it like a cracker, we partnered with Pandora to launch it like a music-drop. The results? We QUADRUPLED engagement around our real cheese differentiator, TRIPLED traffic to our CheezItHQ.com and sold out in 12 days.
Brand:
Cheez-It
Client:
Kellogg's
Agency:
Leo Burnett / Chicago
Language:
English
2023 BRONZE
KEEN UTILITY- Fits you better
Not all work boots are created equal. Neither are all work sites. So KEEN Utility makes footwear for everything from heavy-duty construction sites to weekend DIY-ers. But how do you make sure you’re getting the right boot in front of the right wearer? We broke our audience down by job titles—thousands of ‘em—and showed that we not only understand their job, we understand their life outside of work. By targeting them throughout their daily lives, we increased sales 35%, proving that KEEN Fits You Better. The Whole You.
Brand:
KEEN Utility
Client:
Keen Inc.
Agency:
Hanson Dodge
Language:
English
2023 BRONZE
This Is You Learning
Pearson+ needed to increase subscriptions by building brand awareness and interest — to become students’ preferred education partner. We succeeded by showing that with Pearson+ students can find their learning flow — and gain the headspace to fall back in love with learning. The highly effective “This is You Learning” campaign drove 58.2% increase in iOS downloads. Through generating buzz for Pearson+ where Gen Z spend the most time, brand social buzz increased +40%, and Google searches increased +26%. And cost per conversion improved 33.6%.
Brand:
Pearson
Client:
Pearson Education
Agency:
VMLY&R
Language:
English
FINALISTS
Cadillac
The Art and Science of Anticipation
TIKI Brand
TIKI Firepit: Scorching Sales with Our First DTC Product
SimpliSafe Home Security
Social Distancing Sweater
