Digital campaign and Facebook App driving awareness and trial for new range of toddler food
Futureproof was brought on board by Organix to help drive sales of their new “Cook with Organix” range of paste pots and recipe bases. Organix needed an online campaign that would educate Mums in how to use this new-to-category innovative product, and convert to purchase.
We devised, designed and executed the ‘Made by You’ campaign. To capitalise on the product’s unique benefit as a cooking aid that helps mums experiment and produce a variety of toddler meals, we constructed a Facebook cookbook app that combined a competition-mechanic with a recipe database. By tapping into Facebook’s user data we were able to bring the user-submitted ‘Made by You’ recipes to life with photos and comments. Downloadable coupons were also provided, to encourage trial of the product, and data-capture for the client. We then worked with the brand team and their agencies to amplify the plan with eCRM emails, blogger outreach and Mumsnet ad-spend.
We drove high online engagement via the Facebook Organix cookbook through recipe submissions and coupon downloads. The amplification plan which promoted the Made by You campaign generated high reach and traffic to the Facebook app.
7,896 users visited the app, delivering a 455% result against the KPI target. 2,278 coupon downloads represented a 918% result against the target.