1. Creative Media Awards submission
Chiquita – Back to School
Prepared by Gotham Direct
November 4, 2011
1

2. The Challenge (brief part 1)
A daunting task: develop a scale-able campaign to brand a ubiquitous
commodity among a new target segment with no existing awareness and a
shoestring budget of less than half a million.
Ads alone weren’t sufficient; Gotham Direct needed powerful role models
and mighty institutions to turn bananas into Chiquita Bananas, a fun, healthy
food for a new generation (kids 7-11).
The program titled “Back to School Chiquita Banana Smart Sweeps” targeted
teachers (consumers also) in order to facilitate structured classroom learning
programs using Chiquita Bananas.
The program included games, activities, lesson plans, nutrition 101 and of
course coupons for free Chiquitas in the classroom.
Financial prize incentives were offered to provide much needed classroom
supplies/equipment.

3. Solution (brief part 2)
An integrated cross-channel strategy was employed, engaging educators in a
phased approach leading up to and thru BTS.
Direct mail, display banners and e-mail blasts and SEM were used to blanket
the teacher market and directed them to a micro-site.
The ‘Smart Sweeps’ site was designed to drive deep engagement by
incentivizing content downloads.
Social tactics helped spread the word while paid components were optimized
based on performance.
CRM tactics were used to acquire, engage and incentivize teachers to
participate.
An agreement with 20th Century Fox permitted fun use of Rio the movie
elements into the campaign as well as coupons for the Rio DVD.

4. Results (brief part 3)
The campaign ran from August to October of this year and delivered over 110
million impressions and over 195,000 site visitors, averaging 3,050 per day.
In total, 16,376 teacher emails were captured and more than 9,000 teachers
from over 4,000 schools enrolled.
52,000 games were played, 38,000 lesson plans were downloaded and 11,700
videos were viewed.
A new generation was introduced to Chiquita Bananas in a fun way.
The program remains scale-able and portable for years to come.

5. Media Components
A cross-channel media strategy was developed to fully blanket the teacher market in
the most cost-efficient way possible. Media dollars were shifted based on
performance:
Display
Banners
•Re-targeting
•Grade School
Sites
Social Media E-mail Blasts
•Grade School
•Facebook
Sites
•LinkedIN
•MDR Teacher List
Search Engine
Direct Mail
Marketing

6. Integrated Cross-Channel Marketing
Search
Engine
Marketing
Press
Release
E-mail
Display
Banners
Social
Media
Direct
Mail
1. Teacher visits and 2. Special offering through direct 3. Rio DVD coupons redeemed
mail in Chiquita’s high in-store by teachers and
interacts with microsite distribution areas. 30 Rio students. Chiquita Banana
via advertising on coupons mailed to each teacher
with call to action to give out to
brand top of mind at the
digital, direct mail and grocery store for teachers
students. Secondary incentive
press release. to sign-up early to receive 15 lbs and students.
of free bananas coupon.

7. Creative: Display Banners
Display banners ran across 85+
teacher sites reaching over 10
million unique visitors per
month.
Tested and optimized based on
placement and ad unit size.

8. Creative: E-mail Blasts
E-mail blasts targeted top user
opt-ins from teacher sites as
well as 100,000 teacher names
directly to their school e-mail
address.

9. Creative: Direct Mail
Two touch points of Direct Mail were sent
to 100,000 teachers in Chiquita’s high
distribution areas. The first mailer
included 30 Rio DVD coupons. The second
was a reminder postcard.

10. Microsite
• The ‘Smart Sweeps’ Back to School campaign website was designed to drive deep
engagement in the website through incentivizing downloading of content. Content included:
– Games (Rio and Chiquita Banana branded)
– Lesson Plans
– Nutrition 101
– Worksheets and Activities
– Awards and Incentives
– Videos

11. CRM Strategy
A CRM program was put into place to acquire, engage and incentivize teachers to
participate in the sweepstakes.
1. Teacher signs up via the
microsite.
2. Instant triggered e-mail
to activate account is
sent.
3. Multiple e-mail touch
points with each active
teacher to keep them
engaged and incentivize
repeat usage.

12. Sweepstakes
A unique sweepstakes was developed to excite teachers to sign-up and incentivize them to come back for higher
chances to win.
Point/Entry System:
One entry awarded for each interaction with the micro-site’s offerings.
•Registering your classroom
•Logging in to the ‘Smart Sweeps’ website
•Downloading Lesson Plan, Worksheet Activity
•Playing a Game
Entry Frequency: 40 entries per drawing
Prize Details:
1) Drawing 1: $500
2) Drawing 2: $750
3) Drawing 3: $2,000
4) Grand Prize Bonus Drawing: $1,500
Prize Schedule:
A prize drawing took place every 3 weeks with a final grand prize bonus drawing on October 19th, 2011:
Drawing 1: September 5th, 2011
Drawing 2: September 26th, 2011
Drawing 3: October 17th, 2011
Grand Prize Bonus: October 19th, 2011
Eligibility:
Must be a teacher from an accredited school between grades Pre-K to 6th Grade.
18+ years of age
TBD (National or State specific)

13. Measurement and Results
Back to School campaign ran from August 14 to October 17. Media tactics were optimized based on the
key metrics of driving Teacher Sign-ups:
Key Metrics
Paid Media Tactics •Active Teacher Signups: 9,022
•Display (digital banners):
•56,247,848 Impressions •From 4,000 schools
•110,374 Visits to site •Teacher E-mails Captured: 16,376
•Social (facebook):
•51,287,026 Impressions
•8,041 Visits to site
Website Results
•E-mail Blasts: •Website Visits: 195,282
•1,892,970 Impressions •Avg. 3,050 visit per day
•18,420 Visits to site •743,330 Page views
•Search Engine Marketing: •52,633 Games Played
•625,023 Impressions •38,368 Lesson Plans Downloaded
•18,875 Visits to site
•11,685 Videos viewed
•Direct Mail:
•200,000 Impressions
•3,271 Teachers signed up from piece
•300,000 Rio the movie DVD coupons
issued
Total of 110,252,687 Impressions
During the same time period, the
Chiquita Smart Sweeps microsite
drove 150% more visitors and page
views than Chiquita.com and
ChiquitaBananas.com COMBINED.

14. Winners
Winner #2
Winner #1
Brian Hodgson
Holly White
WALLED LAKE ELEMENTARY SCHOOL
Brown’s Chapel Elementary
WALLED LAKE, Michigan
Murfreesboro, Tennessee
“YAY!!!! I received this email. This is my school
“Fantastic!! Just made my day”
address “
Winner #3 Winner #4 (Bonus)
Kelly Vaughn
Cunningham Creek Elementary School
St. Johns, Florida
“This is Kelly Vaughn! Thank you so much!!!!”