FMBE Awards 2021: Most Effective Tactical Marketing Campaign (ROI)

Sponsored by TeamHaven

TeamHaven’s software and mobile app enable brands, field marketing agencies, manufacturers, logistics and construction companies plus many more, to execute, manage and report on field activities efficiently.

A popular category this year and it drew a few different opinions amongst our judges.

BRONZE Fizz Experience – K’s Wors

This entry was the one that split our judging panel more than almost any other in 2021. For one of our judges the clarity and accountability presented by this sampling campaign at Costco was next to faultless. “Very clear objectives aligned to the brand challenge with measurable targets. Strong focus on delivering a positive ROI, sensible logic to outlet selection. Fantastic results clearly laid out. Supporting evidence is limited but proportionate to scale of activity, which was small but executed brilliantly.”

Although not enough judges concurred for this entry to win the category outright, all agreed about one thing. If you wanted to organise an effective sampling campaign at wholesale, then look no further than Fizz Experience.

SILVER Logobrand – Moët Hennessy

The vote for first vs second could have gone either way and much deliberation and second assessments were taken to get to a final decision.

This Christmas campaign showed precisely how Logobrand’s system, Availability Manager combines accountably with data driven stores and field team intervention for dramatic effect at a very competitive time of the year. One stat really stood out: “The actions the field team took over the Christmas period delivered a whopping 14% of total sales in Tesco! 9% across all retailers”.

One of the judges who scored this campaign for the win commented “Good example of efficient use of technology to drive action where it really counts.”

GOLD REL Field Marketing – Mondelez

This is an agency and brand combination with a great track record in this category and proved to just have the edge once again.

The campaign case study showed how the Cadbury team picked up in 2020 from a locked down Easter that caused a market slump for all chocolate brands to a return to form at Christmas working across the Mondelez Christmas Portfolio.

The entry charted how communications had been maintained during lockdown so that the Christmas team was primed to be a record breaker.

The results impressed.

The team stated

“We sited 32k additional Displays in-store – all incremental space for the customer and +10% ahead of our target. We delivered double digit growth in ROI and Incremental Sales – growth of 15.7% and 10.5% respectively… We helped Mondelez deliver Retail Sales Value growth of +4.5% and a +1% point gain in market share within the Christmas period.”