Direct Mail Case Studies (market research)
AGENDA:
MILKA: THE LAST SQUARE
Case study – market research
✅ #Milka used DIRECT MAIL to increase sales & customers’ engagement.
- 500 000 pieces of chocolate sent in personalized DIRECT MAIL
- 800 000 visits on the dedicated website
- 1,3 mln Euros earned
✅ #TheLastSquare case study:
- GOAL: Milka challenged their consumers to donate the last square of their chocolate bar to somebody they love.
- SOLUTION: Chocolate bars were sold with a square missing. The brand invited consumers to donate the lacking chocolate piece to the loved ones by #directmail.
- RESULTS IN 2 MONTHS – Look at the data above, and additionally:
- 68 mln potentially reached people
- 3 mln video views
- 95 000 shares on social networks
Source | Advertising Agency: Buzzman, France
