The Web Marketing Association is proud to present this 2018 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Beverage Integrated Ad Campaign
There are many names for carbonated beverages. But for Detroit-based Faygo Beverages, there has only ever been one: pop. Leveraging the already existing, universal argument around pop versus soda, TMV set out to help Faygo own the conversation with the Call It Pop campaign – a mission to convince everyone across the country to call Faygo “pop.”
The home of the campaign was callitpop.com, where visitors could watch Bostonians and Los Angelenos try Faygo for the first time, and take the pledge to call it pop.
Paid social and online media drove millennial Michiganders to the microsite to engage with content, take pledge themselves, share their pledge to encourage others to call it pop, and watch in real-time as more and more people became a part of the movement.
The goal of the campaign was to drive awareness of and increase affinity for the Faygo brand among millennials, a goal TMV has greatly surpassed.
Results:
Avg. 1:56 spent on callitpop.com
4% conversion on pledges (almost double industry average)
Avg. reach per social post = 47,150
Avg. engagements per social post = 6,250
And even beyond the numbers, the love for the campaign can be seen in a neverending stream of praise on social media. In short, TMV has cemented the Faygo brand in its rightful place as the one true pop.
Contributors:
| Managing Partner: | Bill Morden |
| Managing Partner: | Joe Morden |
| Executive Creative Director: | Jess Cook |
| Jr. Art Director: | Paige Rosas |
| Jr. Copywriter: | Kent Beal |
| Developer : | Kurt Gorecki |
| Editor: | Emily Slomka |
| Account Coordinator: | Manuella Oraha |