Intersect Digital maximizes Modelo's marketing campaign by leveraging underutilized assets for consumer data capture
To help the Modelo Brand team achieve their consumer data capture goals, Intersect evaluated key tentpole events and sponsorship opportunities throughout the year. Through this audit, we identified opportunities to capture 0P data while providing meaningful value to consumers.
Intersect extended the Día De Los Muertos (DDLM) media campaign by incorporating a consumer data collection strategy. This included creating a dedicated mobile-first landing page to sustain engagement, and a custom DDLM cookbook to encourage data sharing.
What We Did
- Campaign Extension to Owned Channel(s): Leveraged influencer-created recipes previously exclusive to Buzzfeed by integrating them into Modelo’s owned platforms, increasing the campaign’s reach and facilitating greater consumer data collection.
- Asset Repurposing: Utilized existing retail and point-of-sale materials for a cohesive brand communications and consumer experience.
- Mobile-First Landing Page Design: Created an evergreen and a cookbook landing page, choosing recipes based on traffic performance and holiday relevance.
- Team Collaboration: Engaged with stakeholders across Media, Marketing, IT, and Legal to synchronize efforts.
Results
The new DDLM landing page quickly ranked among the top five on modelousa.com during campaign time frame.
- Achieved 5x the traffic of the previous Día page.
- Mobile views constituted 98% of traffic, surpassing the site's average.
- Recorded a 96% conversion rate from the Download Button Click to View Cookbook, showcasing high consumer engagement.
Level up your digital consumer experiences without disrupting your flow.
Write us at
inquiry@intersectdigital.com
or complete the form.