The Brief
With winter approaching, much of Australia in lockdown at the height of Covid, and homecooks experimenting more than ever before, Vegeta wanted to drive first time trial use amongst new customers.
The Insight
Amongst existing fans and customers, Vegeta’s well known stock products were a winter favourite – we had to activate our fans and customers to spread the word.
Key Results
Over 6 million impressions on Vegeta social channels
130% increase in social followers
Almost 10 thousand competition actions
We created a consumer competition that used social media functions to help drum up audience engagement by incentivising our fans and rewarding them for taking social actions that would achieve Vegeta’s objectives.
Based on the difficulty of the engagement or behaviour that we asked our fans to do, they were able to accumulate points in the competition – the more points you accumulated, the higher your chance of winning.
A competition microsite was built following 3 principles:
Build a prize pack that appeals to our Fans - a Vegeta Hamper stocked with all the kitchen essentials.
Drive audience engagement with Vegeta by using our brand codes and creating a series of simple prompts and instructions for our fans to follow.
Ensure that we can continue to incentivise our audience by driving repeatable actions with further rewards.
We drove users to the competition page through a Vegeta’s social channels – delivering more than 6 million impressions and 59% increase in Vegeta’s website visits year-on-year.
The competition was highly effective in generating earned media through our audience’s social channels and helped to bring in a huge amount of new followers to the brand, as well as driving an increase in social engagements such as comments, saves, and shares.
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