Wholly Guacamole
While serving as the Art Director at Square One Agency in Dallas, I lead the packaging design for their new Wholly Supper Sauces line as well as the creative for a successful digital media marketing campaign.
The Outcome
The Challenge
With an expanding competitive landscape in the refrigerated dip category, Wholly Guacamole® brand presented us with a challenge of creating a digital strategy that would help defend and increase market share.
The digital strategy needed to drive brand awareness to capitalize on category growth and increase household penetration to gain market share. In addition, Sq1 was challenged to lower the cost per click by a double-digit percentage.
Additionally the new line of supper sauces would be positioned as a new sub-brand. Bolstering the new sub-brand without diminishing the Wholly Guacamole name would be challenging.
The Role:
As the lead Art Director for Wholly Guacamole, I rendered the packaging designs for the Wholly Supper Sauces, and lead the creative conceptualization and designs for the first two digital marketing campaigns: Nom, Nom, and Superbowl.
The creative elements included desktop and mobile flash ads, high-impact ads including page-grabbers, sidekicks and pushdowns, and a custom skin in-stream video ad unit. The responsive landing page included a floating navigation to encourage extended engagement beyond the intended KPI conversion. Product information and store locator functionality were included on the landing environment to increase average time on page. Recipe ideas for moms and kids were featured along with a contest for consumers to upload their OMGuac lunch photos. Social sharing was implemented throughout the landing page to encourage social engagement.
A 35% increase in purchase intent was achieved.
The phase-one packaging designs ultimately informed the design and launch of an entirely new retail product, Wholly Salsas
The Supper Sauces eventually became Salsa
The Process
Strategy:
We created a highly targeted digital strategy utilizing the best-performing targeting tactics established for the Wholly Guacamole brand as a foundation. The targeting tactics were created specifically toward three distinct Wholly Guacamole consumer segments that had been developed and continually enhanced in previous Sq1 digital campaigns.
The three consumer segments had very specific targeting datasets based on established conversions and goals for each segment. Each segment received its own message and landing page that corresponded with the segment attributes having the highest propensity to convert to the intended KPI. We also used dynamic bidding, dynamic creative delivery and messaging.
This ad integrated with landing pages and targeted custom audiences with prizes.
Execution:
I worked closely with SQ1s development team to define the targets and build out the designs for the digital assets to spec.
This game plugged into the Wholly Guacamole Facebook page and also functioned as an animated landing page.
Alternatively, the first round of designs for the supper sauces were simply designed and presented. The client was thrilled but soon learned that the sauce market was not the strategic way. They implemented elements of the designs into the Salsas line.
