Client: MaggieMoo's Ice Cream and Treatery (Norcross, GA)
Agency: Ogilvy PR (Atlanta)
Campaign: MaggieMoo's “E-cone-omic” Relief Program
Duration: Mid-March – April 15
MaggieMoo's Ice Cream and Treatery, a chain of about 160 stores, planned a tax day giveaway campaign to raise its awareness among the media and consumers.
“We need to build name in media and consumers' minds, and we wanted to drive traffic to stores,” says SVP of brand marketing Jenn Johnston at NexCen Franchise Management, the parent company. “Last year we gave a small scoop to anyone who came in. This year wanted to give away a slice of ice cream pizza, which launched in March.”
AOR Ogilvy PR helped develop the campaign, and SVP Steven Rice says the tax day promotion was “a phenomenal vehicle…to increase brand awareness.”
The top three media targets were USA Today, AP, and TODAY. The aim was to secure coverage in at least one. Rice adds that online outreach was also important, as the team sought to “start online conversations with consumers that would bring them into the store.”
Outreach to mommy, frugal, and freebie bloggers began in mid-March, along with national general consumer media. Rice says the promotion was positioned as a trend story about companies giving away products on tax day.
Product shots and messages about the promotion were posted on Maggiemoos.com, as well as on the company's existing brand Facebook page and on its Miss Maggie Moo mascot page. The team also posted one promotion message on Twitter on March 22.
Johnston says participating franchisees reported “a minimum of triple the amount of customers compared to an average day.”
On April 15 Maggiemoos.com attracted 82,209 visitors (83% of which were first-time visitors). Ogilvy reports this was a 32% increase from last year's tax day traffic and a record high for the site.
Between mid-March and April the brand Facebook page added 1,525 new fans and the Miss Maggie Moo page added 877.
The campaign also garnered about 320 million media impressions and more than 250 blog posts and tweets. Outlets covering the story included all of the top three media targets, plus CNN Money, CBS News, ABC News, The New York Times, U.S. News & World Report, Business Week, Smart Money, and Huffingtonpost.com.
Johnston was in stores on April 15, and she adds that most customers learned of the promotion online or in USA Today.
Johnston says planning for next year's tax day campaign is underway, and the team will also promote new flavors this summer.