Lisa Utzschneider, global VP-advertising sales for Amazon, revealed results from a campaign last year that involved an ad for a $10-off online deal for Crest Whitestrips on Amazon. It produced a 26% lift in sales for Whitestrips on Amazon, she said, but, more interestingly, an 8% lift in offline sales, representing $1 million in incremental sales.
“Think about that promotion,” she said. “It’s 10% off on Amazon. You can’t redeem that off of Amazon. Yet customers responded to this message, and we love the ROI we saw offline.”
General Mills Accelerates Digital Marketing Innovation With Launch of G-WIN Digital
MINNEAPOLIS, Minn. - General Mills is expanding its successful General Mills Worldwide Innovation Network (G-WIN) open innovation program to include emerging digital marketing technologies with the launch of G-WIN Digital. Through G-WIN Digital, the company seeks to connect with partners who have digital marketing technologies focusing on video, social, mobile and gaming.
“From the Betty Crocker radio programs in the 1920s, to sponsoring the first televised commercial sports broadcast in 1939, to the Betty Crocker iPad app today, General Mills has a rich history of using emerging technology to develop relationships with consumers,” said Mark Addicks, General Mills senior vice president and chief marketing officer. “Today, digital marketing innovation is essential for us to connect and engage with consumers when and where they seek inspiration.”
“Open innovation has proven to be a successful business strategy for General Mills,” said Addicks. “We believe that projects discovered through G-WIN Digital will help us find effective and efficient ways to connect General Mills brands with consumers.”
Prospective partners with emerging digital technologies can contact General Mills online by visiting www.GWINDigital.com. Submissions are evaluated according to several criteria, including application for General Mills brands, uniqueness and proof of concept. Media plan proposals, original content ideas and media kits will not be accepted….Continue reading press release
