Cannes Lions
HAVAS WORLDWIDE AUSTRALIA, Sydney / GOODMAN FIELDER BAKING / 2016
Overview
Entries
Credits
Description
The frozen pastry category is currently declining and Pampas was declining with it. With Pampas as the dominant category player (50% share) we needed to act quickly to reverse category decline.
Whilst a simple enough sounding task it was a big ask on our very small budget. We needed to start new conversations around a product that was no longer popular or relevant with new, younger audiences that Pampas were after.
Category sales were at their peak during the campaign period , from June to August (Winter in Australia), and so we needed to stand out in a short and cluttered campaign period.
Objectives/KPIs
1. Offer inspiration on usage whilst obtaining 5% growth in sales during the campaign period
2. Get loyalists to use the product more
3. Re-engage lapsed users
4. Engage a new younger audience
5. Encourage engagement online: video views, likes, comments and posts, and competition entries.
Execution
Engaging Australian sustainability chef Matt Stone we co-created a digital content series of ‘re-pie-cling’ video recipes that were the core of our campaign and lead our strategy across all media touch-points.
Utilising Matt’s strong social influence the first video recipe launched on Facebook. Weekly, a new RE-PIE-CLE video would be released along with insider tips on cutting food waste.
The campaign then launched across other social platforms and a partnership with MouthsofMums meant we actively targeted our young female audience. Leveraging their Facebook following (230K members) and readers gave us an incremental reach of over 500K.
Competitions created user-generated content by asking our Re-pie-clers to share their own Pie and Pastry recipes.
Our limited budget meant earned media was key to amplifying our campaign and positioning Re-Pie-Cling as a movement to embrace. Matt Stone and the sustainability subject helped move headlines from food media into lifestyle and news.
Outcome
• 1.7 million full video views of our Re-Pie-Cling web films across channels
• 80% of web traffic users were new, 13% increase in overall site traffic
• Facebook fan base growth of 67%: 3,539 fans, +539 against target
• 90% of likes from females within target audience (25-40)
• Facebook Q&A achieved total engagement of 581 and total reach of 58,290
• 55 media articles and 22 million+ reach across earned media
• Pampas dominated the industry Share of Voice with during the period
• MouthofMums partnership created $77.5k added value and 350K+ views
Ultimately we stopped an iconic Aussie brand being removed our shelves.
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