Vega Awards Canopus Winner Winner

2022

Maggiano's Celebrate Every Win

Entrant Company

Merkle

Category

Video / Online Video (Campaign) - Restaurant / Café

Client's Name

Maggiano's Little Italy

Country / Region

United States

Maggiano’s family-style cuisine has long been an obvious choice for celebrating life’s major events, but Merkle and Maggiano’s set out to redefine “occasion” with the Celebrate Every Win campaign. Merkle’s strategy, user experience, paid media, and email teams leveraged the agency’s proprietary NXT Intelligence™ approach to target guests.   

Merkle developed five audiences – comfort seekers, empty nesters, family wranglers, parent partiers, and takeout mavens – to target those audiences with distinct messaging through an engaging video series. The message reassured Maggiano’s guests that it’s OK to treat themselves for moments like putting together an entertainment system or finding a babysitter. 

Maggiano’s Celebrate Every Win (CEW) videos have yielded great results since the start of the campaign. On Facebook, over 4.2 Million people have watched video ads 100% of the way through. This is an average view through rate of 77%. Facebook ads received over 11 million impressions, 16,000 clicks to the website and over 2,500 online orders and reservations. (these conversion actions were made within 7 days of viewing our ads).

While expanding Maggiano’s into new campaign types to spread brand awareness, such as Display and Youtube, CEW Google Ads saw over 6.5million impressions and received over 52,000 clicks. Each of these campaign types has shown above industry average click through rates proving relevant traffic. In the first month of running Google Ads, 75% of the traffic brought through the ads consisted of new visitors. Since the start of the campaign, Google CEW ads saw over 22,000 conversions (online orders, reservations, phone calls, store visits).

Maggiano’s also utilized the Adelphic platform to increase brand awareness by entering into additional display ad exchanges as well as audio and CTV ads. Since the start of the campaign, the ads have reached 5 million targeted households and obtained 45.5 million impressions. The Adelphic campaigns have resulted in over 17,000 post view conversions, meaning the user has either purchased take-out or booked a reservation within only one day of seeing our ads.

Credits

Chief Concept Officer, Maggiano’s Little Italy
Larry Konecny
Director of Marketing , Maggiano’s Little Italy
Cami Lehmann
Senior Digital Marketing Manager, Maggiano’s Little Italy
Blake McReynolds
Senior Director of Operations, Maggiano’s Little Italy
Anna Williams
Strategy, Merkle
Chris Hogue
Strategy, Merkle
Samantha Mansfield
CXO, Experience Creative Discipline Lead, Merkle
Barry Fiske
Group Creative Director, Merkle
Lindsey Murray
Sr. Visual Designer, Merkle
Natalie Sampson
Associate Creative Director, Writing, Merkle
Kim Kaufman
Client Partner, Merkle
Josh Ganim
Account Manager, Merkle 
Carly LeMay
Producer, Merkle
Comanicasha Johnson
Executive Producer, Vagrants
Dustin Devlin
Director, Vagrants
Winston Macdonald
Director of Photography, Vagrants
Dan Kennedy
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