DRIVE AWARENESS OF NEW PRODUCT VIA SOCIAL STORYTELLING
In 2014 major supermarkets stocked Ferrero eggs for the first time. We wanted to harness this opportunity to grow the Ferrero Chocolates Australia fan base and boost page engagement, all while encouraging conversations around the new Ferrero Eggs and Easter product range.
We devised a narrative with Ferrero eggs at the centre. It was told through rich, detailed imagery combined with fairy-tale style storytelling. We incorporated features of the Ferrero range to act as surroundings, challenges and story characters – think a Raffaello wizard, hazelnut trees and looming gold pyramids. The narrative was told over seven images and promoted with media spend targeted to both fans and non-fans.
We secured the number one spot for engagement rate (ER) out of the top 10 FMCG pages in Australia by page size with a page ER of 0.43%. We received 10K more engagements than the previous month and our best performing cost per post engagement was an impressive $0.04, followed by an above average cost per acquisition of $0.30 and a page growth of nearly 6K fans.