To help launch Fox’s new everyday biscuit, Ambers, we created a fully integrated multi-channel campaign featuring Fox’s no 1 fan, Vinnie the Danda. This time Vinnie went and bought himself a racehorse – the ultimate everyday indulgence – and to honour his new favourite biscuit named her Ambers. But this wasn’t something to simply keep Vinnie amused: he wanted to share the good life with everyone, inviting people to become part of his syndicate and have the chance to win biscuits every time Ambers raced. Vinnie then told Ambers’ story across her debut flat racing season, allowing all of his 250,000 Facebook friends be part of the experience across the whole summer.

The campaign was launched on Facebook with Vinnie’s existing fans being invited to be the first to join Vinnie’s syndicate. We then went on TV with a 30 and 10 second execution with Vinnie announcing the launch of the biscuit and offering everyone the chance to win biscuits by joining his syndicate on Facebook. In-store activity, featuring a portrait on Vinnie on his new horse, was aligned with this TV burst.As more people joined the syndicate, Vinnie started updating them all on Ambers’ training, with videos from the stables, interviews from the trainer and news on her progress. And as the paid for media tailed off, we continued through the rest of the summer with a constant narrative on Facebook, amplified in PR and earned media, as Ambers raced, made public appearances, and interacted with her new fans.

This campaign achieved both incredibly strong communication and business results. From a communication perspective, we recruited and engaged a whole new audience of fans for the brand with our Facebook community growing by over 50% (now nearly 300,000 fans);75% of these new fans were recruited organically, after the TV had finished running;These new fans helped generate nearly 13m impressions as they 'liked', 'shared' and talked about the campaign;PR fuelled this conversation, with Ambers’ trip to Ladies Day – Royal milliner, Stephen Jones' specially designed hat, in tow – achieving 3 national broadcasts, and national press and featuring across the globe;Most importantly, this engagement helped make this Fox’s most successful launch ever achieving its target penetration of 2m households in under half the time forecast; and, from a first year target of 2.7m RSV, Ambers is forecast to hit £6m. Over double the expectations.