Dogcation: How a travel agency got pet owners out traveling with a 627% ROMI
Summary: The Dogcation-campaign is a great example of the great results that await when a brand identifies a common ground between a genuine commercial challenge and strong consumer interests. The case also demonstrates clear causality between the campaign and commercial results. By launching the Dogcation-competition on SoMe, Spies was met with overwhelming engagement from Scandinavian pet-owners. They not only participated in the competition, but also used their vouchers to purchase Spies-vacations afterward. Did it work? Kind of: ROMI: 627%, 75,7% view-duration, 11,000 SoMe-engagements, +33,000 participants, 50+ million DKK in generated sales
Generated a 50 mio DKK sales lift (€6,7 mio) with a 627% ROMI.
Lead Agency(s): Robert / Boisen & Like-minded
Contributing Agency(s): Gobsmack Productions
Client / Brand: Nordic Leisure Travel Group
Effie Award(s): Silver
McDrip – refashioning the McJob
Summary: How to make Generation Z see the McDonald’s uniform as cool? Fast food restaurants need workforce but applications were down. Time to show how McDonald’s is an appealing workplace and relevant for the youth. McDrip is a collaboration with rising Finnish fashion brand VAIN, who created a collection from used McDonald’s uniforms. The drop was exclusively for McDonald’s employees: “Want the drop? Get the job!”. Launched and marketed social first, McDrip activated Gen Z. Earned media: 228 million people. Earned media value: 11 million euros. Job applications up by 63%.
228 million people reached, Earned media value 11 million euros, Job applications increased by 63%
Lead Agency(s): NORD DDB Helsinki
Contributing Agency(s): OMD (Finland) ; VAIN Fashion Group Oy
Client / Brand: McDonald’s Finland
Effie Award(s): Gold
