Omnichannel Campaign: Nintendo + MadeGood
Project Overview
MadeGood’s busiest time of the year is Back to School season. In 2022 the Brand partnered with Nintendo to leverage its IP and engage with a new consumer segment.
The ask:
To drive awareness of MadeGood x Nintendo contest, in-store and digital.
To increase engagement through contest entries.
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The target:
Parents 30-50, with children aged 5-16:
1) Purchases lunchbox and school snacks.
2) Engages or plays video games.
The role of creative:
The goal of the creative proposition was to create a seamless connection between MadeGood and Nintendo that:
1) Established MadeGood as the healthiest snack choice during the BTS season.
2) Established Nintendo as the no. 1 platform for healthy body + mind stimulation during the Back To School season.
Human truth and creative territory:
Parents and kids bond over shared interests. MadeGood fuels these experiences so they can enjoy the moments that matter.
The Omnichannel strategy included:
1) In-store display and banners
2) Union Station sampling activation
3) Programmatic video and display (including retail)
4) Contest-focused email marketing
5) Social media
The digital channel strategy required 6 and 15-second video display ads for Twitch and YouTube. 15-second videos had a 94% completion rate and 33% total contest entries. 6-second videos had a 100% completion rate with 12% total contest entries.
In organic social the engagement rate rose to 4.8% during the 6 weeks flight.
In newsletters, the average weekly open rate resulted in 42.5% outperforming 2021’s 17.6%.
The 2022 Back To School campaign was a success, but most importantly, it provided learnings and benchmark metrics that have served as a north star for upcoming omnichannel campaigns.
Creative Direction
Working with Nintendo allowed me to explore ideas catered to a segment that typically MadeGood would not target. Consumer behavioural insights helped to shape the emotional connection between the Human Truth and the campaign KPIs.
It was important to illustrate how gaming could be a tool to foster communication, collaboration and the creation of meaningful memories for parents and children. I tapped into my working parent’s network to listen to their stories about the shared interests that have helped them develop deep family bonds.
Those conversations inspired this storyboard.
The budget was tight and set for the year. The creative solution was to tap into our overseas network to find a Production House that could deliver to the highest standards in budget. The result was like we expected, cinematic quality with $125K in savings.
