Favorite products staged for Migipedia
Category
Art & Design Retail & Consumer Goods
Year
2021
In close collaboration, Webrepublic and Wirz succeed in merging creativity and digital know-how and profitably applying them to the Migipedia campaign. The result: original and appealing advertising media based on current best practices and an exceptionally good performance of the online campaign.
Migipedia.ch is a unique community platform where Migros products are evaluated, discussed and rated. For over ten years, customers have participated in product development and tested new articles. This in turn gives Migros insights into the needs of its clientele and benefits from timely feedback on the quality and relevance of its offering.
The larger the Migipedia community, the more insights Migros gains.
Reason enough to attract more users through an online campaign and thus increase engagement on Migipedia. Migros achieved this goal together with Wirz and Webrepublic in a collaboration mode
BoB - Best of Both: The two agencies worked together in co-creation to merge advertising materials, media strategy and technical implementation from the very beginning.
The campaign:
Rate favorite products
Wirz and Webrepublic consistently used a data-based approach: They evaluated the most popular products of the Migipedia community. Subsequently, users had the opportunity to nominate a "Product of the Year" for each year since the platform's inception.
These selected twelve top articles were played out in three pushes on different online channels (social media, display, SEA) since October.
The invitation: to rate the personal favorite among the favorite products on Migipedia. The algorithm and targeting ensured that each target person was shown the product they were most likely to rate. Between campaign pushes, the very close collaboration between the two agencies and the client allowed them to fine-tune the targeting and optimize the creatives.
The result: Goals exceeded
The data-driven concept, the creation of the advertising materials consistently according to digital best practices, their flexible adaptation as well as the target group-specific playout offered a great added value for the entire campaign and Migros: the goal for Migipedia, more than 15,000 additional ratings and the increase of logins by 30 percent by the end of 2021, was already exceeded in November. In addition, a 25 percent higher login rate was achieved.
About BoB by Wirz and Webrepublic
BoB - Best of Both - is the unique collaboration of two leading agencies in the Swiss market: Wirz and Webrepublic combine creative brilliance with digital expertise and offer full service from a single source with BoB. BoB is a gamechanger that links media, technology, strategy and creation right from the start. BoB makes advertising better and more efficient.