Oh boy I’d love to gather data for the conversion rate section here.
“Turns out the sheer surprise of putting the sticker onto people’s food resulted in an incredible 53% conversion rate! Taking over the lead from stickers on toilet paper by a whooping 13%!!”
For example, I used to intern for clothing brand Hurley when they first started. One of the tactics was to put a stack of Hurley stickers at the bus stops in front of high schools right before school got out. We would put stacks of 20 or so all around the bus stop with a rock on them so they wouldn’t fly away. We did this every week at different schools in our area for a long time, the whole team probably covered hundreds of schools across the country.
For a clothing brand, lets say which is very streetwear based, this could work well. Especially if the target audience is younger (highschool, students, etc). In my city there is one town area which is highly student based with a lot of bars. All the toilets are full of stickers, tags and graffiti. But especially then, even if the people are very present and looking on this stuff, it is very hard to stand out.
That’s why I think this idea was genius. You’re getting the kids right off campus (but not going on campus) and standing out in that these are free stickers. I think they Hurley marketing people didn’t really care about conversions, but just getting all these kids familiar with their logo and giving them stickers to put up in their room, on their binders, etc. They were just launching and needed to get the logo out for brand awareness.