Advertising Campaign Creative Concept & Sketch
Our creative team explored a number of advertising campaign ideas, and yes, even incorporated cows on a few of them. The idea that stuck was, "Save Martin" in which an unfortunate milk carton character constantly finds himself in a bind related to the short comings of 'other' milk coolers and implores the audience to save him. (Coincidentally, those short comings help highlight Traulsen features!) See next
This sympathetic (albeit adorable) character would be created in the style of a small milk carton – lending itself to be a desirable trade show giveaway, and numerous opportunities for social engagement.
Character Development & Illustration
Once the original Martin the Carton character illustration was complete, our illustrator had to present him in many unwelcoming scenarios to be used throughout the advertising campaign, and pair the scenarios with features and benefits of the milk cooler product. The resulting illustrations brilliantly communicated the emotions that Martin the Carton was going through. See next
Direct Mail & Advertising
Once the character illustrations were finalized, it was time to get him out to the masses. A creative direct mail piece was designed to kickoff the advertising campaign. The direct mail piece was designed in such a way that the recipients could keep cute martin illustrations, and many shared them on their social media channels. See next
The next step was taking martin digital. A microsite was created allowing people to easily enter the contest, and Martin was weaved into Traulsen’s social media strategy, making appearances on Facebok and Linkedin as well as having his own Twitter handle, @martinthecarton.
The Martin the Carton campaign more than tripled the response that Traulsen received from the previous year's giveaway campaign, leading to a sales increase of more than $100,000 as a direct result of the campaign. The advertising campaign was so successful that Traulsen is using Martin again for their 2016 campaign, and expanding him into School Nutrition Association trade shows and sales materials. See next