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