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Target Lucky's Charmology
Category
Digital, Social or Mobile Marketing
Description
Winner Status: Gold
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
- Gold