Excerpted from Brandweek, “General Mills: Google Ads Click for Nature Valley” By Elaine Wong, Dec 18, 2008
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As marketers question the effectiveness of display ads and their ROI value, General Mills is telling a different story. The packaged goods giant revealed the results of a partnership with Google’s Content Network and YouTube, where consumers were exposed to display ads for a Nature Valley contest … The ads resulted in a 525% sales lift and delivered more than 830 million impressions for the Nature Valley brand…
It was the largest in scale for General Mills as far as online efforts go. General Mills didn’t disclose the cost of the effort … I t spent $2.8 million in Internet display advertising during the period when the contest ran…
The company used Google’s ad technology, including display, YouTube in-video, text and search ads, to reach out to consumers. As a result, the brand saw a 1,050% lift in related search behavior and a 1,000 percent increase in Web site visitation among consumers who were exposed to the ads…
“The key takeaway is, when we gave folks who care about Nature Valley an easy and fun way to talk about and share their experiences about the brand, they jumped into it with both feet”…the campaign’s success lies in its ability to tap into “the affinities and passions of consumers,” who, in this case, were avid nature enthusiasts. “Obviously, they didn’t just build a granola bar web site. Instead, they leveraged the passions and interests that most aligned with consumers likely to interact with their brand”…
General Mills said more digital campaigns are in the works following this success…
Edit by SAC
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Full Article:
http://www.brandweek.com/bw/content_display/news-and-features/digital/e3i213af1e960abb3d865852c02173d4c5e?imw=Y
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