INVOLVING FANS IN A FLAVOUR INNOVATION
Activate lolly lovers to have their say and become part of new product innovation, driving nationwide awareness and participation – and smashing 2017 results.
Created a strategic phased communications, influencer, and content program to prime the market and launch a nationwide call to action to find Allen’s Fruit & Cream of the Crop –giving Australians the chance to choose the next iconic Fruit & Cream flavour – Blackberry, Apple or Yuzu!
Key was to create debate and drive awareness of the vote through mass media coverage, influencer engagement and social buzz.
– Biggest vote ever with 35,000 responses, up from 20,000 in 2017
– Smashed KPIs by 63%, with 490 media and influencer articles appearing
– 80% coverage appeared in 1st week during key activation moment
– 154M+ potential audience reach
– 90% coverage included all three key messages
– Allens website saw +310% in revenue and +375% increase in trasactions, a direct result of PR and social
– Fruits & Cream selling at 2.3 x more than competitor NPD