Image001.jpg

PECKISH

BUILDING A HUNGRY SOCIAL COMMUNITY

 

Challenge: 

To launch Peckish rice crackers on Facebook and build an engaged community, creating cut through in a cluttered consumer space.   

 

Solution:  

Following an extensive competitor audit, we developed a cheeky and indulgent brand personality that stood out against the existing market set, characterised by a bespoke mascot, Pepper the Cockatoo.

We crafted strategic content pillars to inform an always on approach to activity, and featured a raft of rich content including video, gifs, UGC, photos and illustrations, to drive engagement. This was backed by a targeted paid media strategy to build the fan base and our audience reach.  

We also used Test & Learn content and targeting campaigns to support a continuous improvement approach, engaged key influencers to generate powerful third party endorsements, and hosted competitions to help generate valuable UGC.


Results:  

Since inception two years ago, the Facebook audience has grown by 178% and 142% year on year. The brand now has a raft of die-hard ‘superfans’ who are highly engaged and regularly share their Peckish love, cultivating a culture of sharing and passion within the community.

The average engagement rate per post is 4%, compared to the 1% industry average, while fan growth sits at $0.50 per acquisition – a whopping 50% less than the industry standard.