For Easter 2016, Meijer ran a cross channel campaign with an election theme. The PEEPS Chick vs. Lindt Chocolate Bunny was one of the most successful omni-channel campaigns that Meijer has run to date.

1. Campaign Recap

2. Summary
True 360° campaign
• Included digital and traditional advertising tactics as well as PR support, in-store and community activations.
• More than 434k impressions and over 8,800 engagements per day.
• Generated significant lift in engagement rate, likes, comments, and shares.
Over 16,000 votes cast
• The race was so close that In-store & Helen Devos Children’s Hospital votes determined winner.
Over 5.3 million impressions during the 20 day campaign

3. Performance - Twitter
*Increases based off Jan.31 – March 7 averages
50%
426% 342%
390
841 2,300
2.07%
32%

4. Performance - Facebook
ENGAGEMENT RATE
1.31%
LIKES
33,424
COMMENTS
104
SHARES
178
On average, we earned 1,966 likes per day
On average, we earned 104 comments per day On average, we earned 178 shares per day
88% 43%
-39% 22%
*Increases based off Jan.31 – March 7 averages

5. Overall Performance - Impressions
In total, over 5.3 million impressions were earned in the 20 day campaign
13%
35%
8%
Campaign accounted for 13% of
total impressions earned YTD
(Facebook & Twitter)
35% of total impressions
earned YTD
(Twitter Only)
8% of total impressions
earned YTD
(Facebook Only)

6. 18%
19%
18%
Overall Performance - Engagements
In total, over 177k engagements were earned in the 20 day campaign
Campaign accounted for 18% of
total engagements earned YTD
(Facebook & Twitter)
19% of total engagements
earned YTD
(Twitter Only)
18% of total engagements
earned YTD
(Facebook Only)

7. ACTIVATIONS
DIGITAL, IN-STORE & COMMUNITY

8. Facebook
Cover Photo Ballot Tracker

9. Twitter
Cover Photo Temporary Profile Pic

10. YouTube
Cover Photo

11. Instagram

12. Meijer Homepage

13. Radio Ads
3/20 Message3/13 Message

14. Fox 17 Morning News

15. Meijer Special Edition Email

16. Media and PR Support
• Nebush Humor Blog
• Yahoo! Finance
• EPR Retail News
• Fox 6 Wake-Up News - Milwaukee, WI
• Fox 17 News - Grand Rapids, MI

17. Meijer Campus Voting - Support

18. Meijer Campus Voting
In order to engage team members further in the campaign we held
on campus voting in two of our Corporate Offices on March 17.
The result of this portion of the election:
PEEPS Chick - 94
Chocolate Bunny - 298

19. In-Store Voting
We wanted to bring the excitement of the campaign out of the
digital realm and right to the customers in stores. We collaborated
with the Promotions & Partnership team and IN Marketing, our in
store demo partner, to add the voting to our Taste of Easter event
on March 19th & 20th.
Customers could vote for the PEEPS Chick or Chocolate Bunny
while also making a fun craft. IN Marketing was able to update
their plans to help brand the event for the election.
The result of this portion of the election:
PEEPS Chick - 520
Chocolate Bunny - 817

20. In-Store Voting - Support
Tactic Support:
Floor Stand Sign
In-Store Radio
3/13 OLA - 189706
I Voted Stickers & Pins

21. Helen DeVos Children’s Hospital Voting
We brought the voting to team members and customers but we
also wanted to bring it into the local community. We worked with
Helen DeVos Children’s Hospital to create a special voting event for
the patients.
Children and their families were invited to vote and were provided
an array of kid friendly snacks, Purple Cow Ice cream and a gift
bag full of fun goodies.
The result of this portion of the election:
PEEPS Chick - 15
Chocolate Bunny - 37

22. And the Winner is…

23. ENGAGEMENT

24. Top Posts
- 18 total Facebook posts
- 46 total Tweets
- Overall sentiment was positive, with very few
negative comments received on the campaign

25. Community Comments

26. Brand Support