Moving from a product focus to acting as an advocate for healthier, wholesome lifestyles
Hovis had found that although it had a large follower base on Facebook, engagement rates were falling and they needed a new strategy and content plan to reverse this decline.
We built on Hovis’s brand strategy, and developed a digital/social strategy that brought to life their need to go beyond the product and reinforce the perception of Hovis as the healthy choice in the bread category. Research into their target consumer, and their online behaviour, led us to focus on certain key content themes, that enabled us to start to shift the tone towards lifestyle conversations.
Using posts about lifestyle topics, games and live-chats we were able to rapidly increase average interaction rates and thus quickly expanded Hovis’s weekly reach. Staying within the strategy, however, meant that we did this while focussing more closely on the target demographic.
Total Facebook ‘Reach’ increased from an average of 2,700 in April to an average of 17,400 in June, which is over 5 times the previous average value. The demographics of the fans shifted strongly to the target ID.
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.
Changing common perceptions of India and its cuisine
The Spice Tailor sought to break the indulgent stereotype of Indian food and offer a healthy alternative. Consequently, they created a range of light and fresh Indian sauces that redefine home-cooked Indian food.
Futureproof was challenged to develop a campaign that reflected the brand’s creative and vibrant approach, moving consumer perception of Indian food from heavy and unhealhty to simple and light.
We developed the brand idea ‘Rethink Indian’ and executed this through ‘Spice Night’, an interactive digital campaign.
Mirroring what the product does for the sauce sector, the idea encouraged consumers to rethink Indian cooking at home. The Spice Night campaign was developed to secure the buy-in of over 150,000 new consumers to the brand, and also drive sales with their major retailer.
Spice Night came in the form of a weekly cook-along with Anjum Anand, hosted on Facebook with weekly promotions to drive repeat visits and purchase. A Facebook app was created to facilitate interaction with the brand, allowing users to map their culinary journey, communicate with friends and enter competitions.