To position Winn-Dixie as the ultimate holiday grocery shopping destination, On Ideas drove consumers to a series of fun, interactive microsites featuring recipes, cooking tips and animated “how-to” videos. The campaign was supported by outdoor boards, in-store signage, digital banners, radio, and email, producing considerable increases in store traffic.
DESCRIPTION:
Microsites were created for Thanksgiving, Christmas, Chanukah, and New Year's. Each site featured recipes, cooking tips and animated “how-to” videos walking users through various holiday challenges such as baking pies and roasting the perfect turkey.
DESCRIPTION:
To drive traffic to the websites, we created memorable vanity URLs as billboard headlines. Each one referenced a different holiday "stress" and positioned Winn-Dixie as the solution. The highest performing URL, StressFreeTurkey.com, gave great insight into what consumers stress over the most during the holidays.
DESCRIPTION:
To ensure that Winn-Dixie customers thawed their turkeys in time for the big day, On Ideas developed the “Turkey Ticker”. By entering their email address and the weight of the turkey, customers were notified of the proper time to take the turkey out of the freezer and when to start cooking.
DESCRIPTION:
Digital banners appearing on a variety of holiday and food focused websites and blogs also drove traffic to the microsites. SEM was also utilized to maximize the effectiveness of the digital media spend.
