As the catalyst, we created the Tanaka family’s blog for their fish farm, publicizing their quest to develop the world’s first hi-fibre salmon by feeding them carrots. In order to raise awareness, we seeded conversations around fibre and the family’s quirky attempts in popular Australian forums, blogs and health/women websites.

The next step was to amplify the response, and incorporate the brand by injecting the product into the conversation. We recorded and posted on YouTube entertaining Australian home-videos responding to the Tanaka family (featuring Fibresure). We used forums/chat rooms to raise awareness and drove consumers to the videos through the Tanaka blog and Facebook.

We leveraged on the growing awareness and launched the microsite hifibreanything.com. We utilized rich media banners with videos incorporated that drove consumers to the site to drive trial. 15s TVCs featuring “hifibreanything” such as “How to make beer & chips” were used to amplify the message.

By engaging consumers in an actual dialog in forums, blogs and on our microsite, we were able to build awareness and position Fibresure as an everyday wellness supplement. We drove the “hi-fibre anything” message to consumers across all touch points and were able to reinforce the usage, form and benefits.Using online medium, we raised awareness for the brand through YouTube videos which collectively achieved over 100,000 hits. The online media campaign resulted in 27 million impressions (6.9 million unique) and a CTR of 0.48 (more than double the industry standard).

During the two month campaign period our original objective was to drive sampling of Fibresure in Australia with a target of 3,000 trials. Through the sample request function on the website, we exceeded our target by 86% receiving 5,600 requests and drew over 48,000 visitors.The 2 week TV road block also achieved a 50% 1+ reach.