Best of Migipedia: BoB's online campaign selects the favorites
On the Migipedia.ch community platform, Migros products are reviewed, discussed, and rated. Webrepublic and Wirz combined creativity and digital expertise for the current Migipedia campaign. The result is original and engaging advertising materials created in line with current best practices, as well as a high-performing online campaign.
For more than ten years, customers have been evaluating the digital platform Migipedia the Migros range, participate in product development and test new items. This in turn gives Migros insights into the needs of its customers and benefits from timely feedback on the quality and relevance of its offering. The rule is: the larger the Migipedia community, the more insights for Migros.
With an online campaign, Migros now wanted to attract even more users and thus increase engagement on Migipedia. At collaboration mode "BoB - Best of Both", the two agencies Wirz and Webrepublic have Merging advertising media, media strategy and technical implementation right from the start.
Call for product evaluation
For the campaign, the two agencies consistently relied on a data-based approach and evaluated the most popular products of the Migipedia community. Users then had the opportunity to nominate a "Product of the Year" for each year since the platform's inception.
These selected twelve top articles have been played out in three pushes on different online channels - social media, display, and SEA - since October. With a request 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 the individual campaign pushes, the agencies fine-tuned the targeting and optimized the creatives.
Campaign goals achieved early
According to Wirz and Webrepublic, the data-driven concept, the creation of the advertising media according to digital best practices, their flexible adaptation, and the target-group-specific playout resulted in great added value for the entire campaign and for Migros. According to the agencies, the goal for Migipedia of achieving more than 15,000 additional ratings and 30 percent more registrations by the end of the year was already exceeded in November. In addition, a 25 percent higher login rate had been achieved.
INTERVIEW
"Creativity and media performance went hand in hand."
Anna Kohler from m&k spoke with Philipp Bühler, Senior Product Manager Community&Content at Migros Genossenschaftsbund, about customer focus, purchasing decisions, and the collaboration with BoB, the Wirz and Webrepublic collaboration.
m&k: How did the cooperation with BoB come about?
Philipp Bühler: We have been working with both agencies, Webrepublic and Wirz, for quite some time. The difference to other campaigns may lie in the fact that all parties involved sat at the same table right from the start and synergies could thus be created.
Are you satisfied with the support provided by BoB?
Yes, absolutely. I found the collaboration and support from specialists from different disciplines to be exemplary. In addition, the campaign was really developed together.
Can they highlight the benefits of collaboration?
It's the combination of media performance and creativity. Both went hand in hand in this campaign and, in my eyes, are crucial to achieving the goal.
How satisfied are you with the outcome of the campaign?
The campaign is working - better than expected. Our goals have been achieved after two-thirds of the campaign period. Did we set them too low? No, because the formulation of the goals was based on experience. From this perspective, it's clear that the collective can achieve greater things than the individual parts.
What insights can Migros acquire through Migipedia?
Migipedia, or rather the Migros community members, support Migros in the topic of "customer focus". This can be illustrated well using the example of product reviews. On the one hand, product reviews provide orientation for customers when making purchasing decisions, and on the other hand, the feedback is extremely valuable for brand managers and category management employees - i.e. those responsible for products. The evaluations are one of several sources when it comes to product improvements, assortment planning or brand or label profiling. When it comes to product improvements, we naturally have the advantage that Migros still manufactures a large proportion of the products itself in its own industrial plants. That's why we can respond to feedback at all.
Responsible at Migros: Philipp Bühler (Senior Product Manager Community & Content), Patrick Blum (Project Manager Digital Media), Philippe Stuker (Head of Department Digital Platforms). Responsible at BoB: Lorenz Clormann, Artur Faria, Tony de Faria, Luigi Vitiello, Björn Bippus, Guilherme Neder Florian Siegrist, Laura Saner, Hannah Mey, Adrian Huwyler (Creation), Erasmo Palomba, Nadja Kilchhofer, Magdalena Zbiec (Art Buying), Dominik Plüss , Melissa Günthardt (Media), Nico Keramaris, Anina Eugster, Nathalie Reichmuth (Consulting) Giovanni Bucca, Thomas Peller, Yussef Serrat, Désirée Guzzo, Corinne Räber, Angelo Mabellini, Rahel Signer, (Media Realization), Karin Gartmann, Oliver Fäs (Image Editing). Animation CGI: Flaeck. Sound: Jingle Jungle. Website: Smartive.
