Local Treasures
Müller loves local and we do too. We built ‘Local Treasures’ to engage the best spokespeople on the subject: locals, of course. Combining social media and Google mapping technology, we let everyone share their favourite places and find out about everyone else’s.
Challenge
We had to find a low-cost, impactful way to help Müller reinforce their ‘local’, ‘natural’, ‘dairy’ and ‘goodness’ brand messages, while helping consumers engage with Müller, their own local area and beyond.
Strategy
We worked with Enjoy England to add credibility to Müller’s love of localism, and created the ‘Local Treasures’ microsite to provide users with information about sampling activity, encourage them to enjoy local days out and house an online promotion mechanic.
To really capture the ‘local’ ethos, we wanted visitors to explore tourist attractions not just in their own areas, but further afield. So we employed Google Maps technology in conjunction with user-generated content to create a truly interactive and engaging experience.
Results
Local Treasures was – and continues to be – a runaway success.
- KPIs for on-pack promotion entries exceeded by 226%
- KPIs for data capture exceeded by 107%
- KPIs for sampling activity exceeded by 109%
- Website ‘dwell time’ more than 5 minutes (200% above Comscore’s FMCG benchmark)
- More than 170 local treasures added by users – so far!
Figures correct at time of publication
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