CVR Earns Silver Addy Award from American Advertising Federation

CVR recently took home a 2024 American Advertising Award (Addys) from the American Advertising Federation’s local chapter in Indianapolis. As the advertising industry’s largest and most representative competition in the U.S., the Addys recognize the creative spirit and excellence in advertising. CVR earned a Silver Addyward for Online/Interactive Social Media Single Execution in the social media category for the holiday campaign we developed for our client Harney & Sons Fine Teas.

Last summer, CVR set out to concept and execute a winter holiday campaign for Harney to kick off the gifting season by increasing sales and audience engagement. We focused on a theme of trains because in America, toy trains evoke sentimental holiday feelings. Trains were used to travel long distances to visit family over the holidays, and the nation’s railroads were used to transport gifts around the country. The tradition of using toy trains in holiday decor started approximately 100 years ago and is still going strong today.

CVR capitalized on this nostalgic tradition by developing a social media sweepstakes campaign centered around toy train sets and the sentimental holiday feelings they evoke. The campaign creative featured nostalgic train imagery, including a video showing a holiday tea party overflowing with teas, kettles, food and tea wares with a Harney-branded train traveling through the scene. The setting was warm and moody, with jewel-toned props and products, alluding to the coziness of an upscale train car.

Consumers who spent $40 or more on Harney tea during the sweepstakes period were entered to win a Lionel electric train set and a Harney & Sons gift card. CVR’s promotional plan consisted of Meta and Pinterest ads, organic social posts and boosts, paired with email marketing. As a result, Meta and Pinterest campaigns drove an 83% increase in average order value (AOV) over the previous months’ average. In addition, AOV increased 70% over November 2022. The campaign successfully launched the shopping season, and return on the client’s ad spend grew 29% year over year.

To learn more about the Harney holiday train campaign, visit harney.cvrindy.com