We had to establish a way to arm our audience with the tools to protect their precious Tim Tams in an insightful and engaging way. But above all, it had to be something that everyone could get involved with.

Tim Tam fans love the biscuits so much they had already begun trying to hide them (unsuccessfully) from their family and friends.

So when the Camouflage Packs campaign launched it immediately struck a cord with the Australian public – reaching over 1.9 million people on Facebook in only the first two weeks. This fun way of addressing ‘biscuit theft’ allowed existing customers to take their passion for the brand to an even higher level.

Because engagement with the brand was key to reminding people of their love for Tim Tams, our metrics are expressed in terms of time spent and interactions:

- In the first two weeks the campaign reached over 1.9 million people on Facebook, with over 100 designs printed each day.

- An additional 65,000 minutes spent with the brand online.

- More likes, comments and shares than any other Tim Tam campaign in history.

- The most YouTube views in the brand’s history.

- All for a budget of only $7,000 Australian dollars (seriously, that’s not a typo).