Media Campaigns
Content is King. Discover the most recent case studies for media campaigns I led from creative to strategy. If you would like more examples or have questions, please contact me.
Ball Aluminum Cup® Campaigns
Make a Statement to Raise Your Cup
The Ball Aluminum Cup is a start-up, new disruptor product, offering a 100% recyclable disposable cup option to replace single-use plastics.
Make a Statement Campaign
2023 Silver Telly Award - Campaign series Sustainability
2023 Silver Telly Award - Campaign series Products & Services
2023 Silver Telly Award - Social Campaign
2023 Bronze Telly Award - Business to Consumer Campaign
2023 Bronze Telly Award - Household/Consumer Products
The Product:
The Ball Aluminum Cup® is a sustainable solution to single-use plastic, utilizing aluminum to create the cup which is 100% and infinitely recyclable, meaning the product can be recycled over and over again without losing quality, unlike plastics. The product launched in late 2019, and had to pivot strategies from large stadiums, arenas and venues to a dual focus in 2021, to distributing to major retailers and the FSOP space post pandemic.
Challenge & Objective:
Given its limited customer recognition, the Ball Aluminum Cup® faced an uphill battle to swiftly establishing awareness among consumers with a limited amount of media budget. The objective was:
1) Create thought provoking creative for an integrated media campaign that drives IMPACT with consumers.
2) Activate integrated media to increase unaided and aided awareness, brand consideration, affinity of the Ball Aluminum Cup®.
Creative:
The creative campaign turned the cup into a platform for displaying personal values and eco-friendliness, utilizing handwritten statements similar to writing names on plastic cups. This engaged Millennials and Gen Z authentically with relatable and colloquial messages. The strategy effectively connected with the audience, even tailoring messages for cultural relevance.
Integrated Media Campaign & Audience:
Tailored eco-friendly, broad and diverse audience segments were developed and integrated across Google search, CTV, social media, influencer content, and programmatic media.
Results:
This led to the spring and summer campaigns amassing nearly 200 million impressions, reaching a 74% unique audience.
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173% increased consumer awareness within 4-month period
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TV ad and online tops the list as a BAC primary experience points. Web search, social were stronger experience points among purchasers vs. non-purchasers (based off brand survey)
Raise Your Cup Campaign
Challenge:
Building upon the momentum of the first campaign, we also had to drastically reduced budgets, my challenge was to shift gears from awareness tactics to full funnel tactics to increase sales. The Ball Aluminum Cup awareness metrics were holding steady so we needed to find every optimization to ensure campaign success.
From customer insights, we understood that additional education needed to be provided to support user behavior around recycling and understanding use cases for the cup. So we launched the new Raise Your Cup campaign targeted at additional educational messaging about the product: "Raise Your Cup. Reach for Ball" campaign leads with the goals to educated about the recyclability and sustainability of the cup compared to single-use plastic cups, to demonstrate the premium look and feel of the cup and to create desire to purchase.
Creative:
I led creative by refocusing the attention from statements on the cup to SHOWING the cup "in the wild" to include behavior prompts, such as showing the cup being recycled while leaning into the premium nature of the cup. The strategy effectively connected deeper with the audience, showing higher cart transfer rates with better understanding of the product.
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Integrated Media Campaign:
Utilizing high performing segments from the first campaign along with targeting additional eco-friendly, lifestyle audience segments such as food and drink, party prepping etc, were integrated across Google search, CTV, social media, influencer content, and programmatic media with add-to-cart ecommerce.
Results:
So far this campaign garnered 204 million impressions, added $1 million in add-to-cart actions.
