You can read more about this case and full case summaries of additional ANA REGGIE winning campaigns here, or visit the ANA Marketing Knowledge Center to review award winning case studies from all ANA Award Programs.
Target Lucky's Charmology
Category
Small Budget Brand Activation Marketing (Overall Budget Less than $500,000)
Description
Winner Status: Bronze
Client/Brand: General Mills
Agency: VML
Headline:
Lucky Charms reversed a downward trend: +8.9% Lucky Charms dollar sales, increasing buyers +6.2%, while slowing category declines by 80%
Campaign Summary:
By visiting Luckyscharmology.com, Target guests could scan their bowls to reveal a fortune, based off the most prominent marshmallows in the mix. Our technology read and differentiated the charms, allowing it to match charms to a fortune.
The experience was amplified through Roundel media and astrologer influencers or "Charmologists".
Team Credits:
Graciela Sanchez, Associate Manager, Customer Marketing - Target - General Mills
Erin Clements, Manager, Customer Marketing - General Mills
Betsy Reed, Account Director - VML
James Phillips, Executive Creative Director - VML
Alberto Triana, Creative Director - VML
Oswaldo Sa, Creative Director - VML
Andrew Bowsher, Associate Creative Director - VML
Vanessa Aricco, Senior Copywriter - VML
Thomas Mercurio, Associate Director, Project Management - VML
Lucas Pimenta, Video Lead, Motion & Content Designer - VML
Krystal Greven, Project Manager - VML
David Pinilla, Associate Creative Director - VML
Additional Contributors:
Winner Status
- Bronze