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Walkers: Going from good to great

IPA Effectiveness Awards Case Study 2012

While the years preceding 2008 had provided strong return on marketing investment for Walkers, produced from well loved, famous advertising, Walkers were dissatisfied with just being good; they wanted to be great. A model for communications was developed that sought to achieve high levels of consumer engagement, that would spark greater buzz and excitement around the brand and that in turn would lead to improved marketing return on investment. Through the six campaigns that followed this model’s development, the return on investment for Walkers communication increased by 62% in four years.

2012 Awards

Prizes

GoldGold Award
Effectiveness Company of the Year sponsored by Thinkbox

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