Carmichael Lynch Wins Three OMMA Awards
Carmichael Lynch recently took home three OMMA Awards for work with Subaru and Pagoda. Winning campaign categories included Content Marketing Campaign, Contest/Promotion/Sweepstakes and SEM Campaign.
Now in their 17th year, the OMMA Awards were created to honor the best in online media, marketing and advertising with 39 categories across two sections: Excellence in Online Advertising and Excellence in Media & Marketing.
The below was originally published by MediaPost. Click here for the full summary of winners.
Content Marketing Campaign
Put The Egg Rolls In! by Carmichael Lynch for Schwan’s Consumer Brands / Pagoda
Maybe the consumption of egg rolls was a bit off during the pandemic — at least according to Frozen egg roll maker, Pagoda. Under a theme: “Put The Egg Rolls In!”, consumers might have assumed this was about being ‘in’ shopping carts and ovens. But what about getting brands into “content” — marketing-wise, that is. Influencers on TikTok, Twitch and other places were challenged with this task. This drove 85 million content views, more than 271,000 comments. Egg Rolls were “in” — content, and apparently lots of mouths.
Put the Egg Rolls In! Real-Time Snack Drop by Carmichael Lynch for Schwan’s Consumer Brands / Pagoda
Pagoda, the frozen egg roll brand, used four Twitch livestreams to deliver freshly cooked egg rolls to dozens of winning gaming enthusiasts while those streams were ongoing. The winners had responded via chat with #PutTheEggRollsIn after hosts initiated the promo. The stunts generated 31K+ chat interactions, drove 20 million content views, increased searches for branded egg rolls by 45%, resulted in a 504% increase in visits to Pagoda’s where-to-buy page and a 21% lift in gamers considering Pagoda egg rolls a great snack.
Search Marketing: SEM Campaign
Subaru Owner Competitive Strategy by Carmichael Lynch for Subaru of America
Subaru launched a brand loyalty search campaign with help from Carmichael Lynch. The agency imported 10 years of Subaru owner data into its Google Ads accounts, and built campaigns and ad groups targeting high to mid-funnel competitive model keywords. Specific ad copy called out competitive advantages and sent traffic to a landing page comparing the searched-for model with the Subaru model. The test cost $10,000, compared with a multimillion-dollar search campaign. Subaru reported 3% click-through-rate, and 33% view local inventory conversion rate, about 200% higher than standard rates.