We took the global creative positioning of “How do you Goo?” and worked with media partners to build a campaign taking user generated content and feeding it into TV content.Ground zero was an Australian tab we created on the UK Facebook page, it was here all the bought media pointed, encouraging interaction from our target.

TV – We partnered with digital channel Eleven for their launch. Eleven is currently the second highest indexing digital channel for P16-24. Headline activity was a competition asking viewers “How do you Goo?” Entries were uploaded onto Facebook, winners won $1000 and their submission acted out weekly by talent.Online – A range of activity ran across You Tube, Facebook and Messenger, delivering the TVC and pointing to the competition, activity was underpinned by paid search.Out of Home - National activity supported the “How do you Goo” message, pointing to the Facebook site.

Week one of launch resulted in a spike of activity, and Crème Egg currently have an 18.6% unit growth year on year. Sales objectives were met with 7 weeks to go.

We exceeded the day one competition entry expectation by 150%, since then entries have built steadily, doubling each week as awareness of the competition builds.It is important to note that there were no significant changes in distribution or media spend year on year and these results were achieved despite an increase in unit price year or year.