Cannes Lions

FAIRY PLATINUM

SAATCHI & SAATCHI, Milan / PROCTER & GAMBLE / 2012

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Overview

Entries

Credits

Overview

Execution

We created the Fairy Facebook page to launch our contest and 20 different Faebook ads (one for each Italian region) tailored on the users region of origin and we invited them to support their local food on our page and join the debate. This first phase was supported by a print campaign, web adv and digital PR. After this first fan acquisition phase, we launched the second part of our operation and we invited users to cook their regional dish. This phase was promoted with a website, a TVC and web adv. We invited the ten best contenders to cook their recipe live in front of chefs of the most influential Italian cooking institution "Gambero Rosso", and we created docu-reality clips that tell the story of the four finalists: the protagonists of the Fairy Platinum Cup talent show, broadcasted on the Gambero Rosso TV channel.

Outcome

In just a few days after the launch of the Facebook page we reached +25000 fans. So far the page made more than 60,000 fan and counting. With more than 7 million people reached daily and millions of post views. Users sent hundreds of recipes and voted for them thousands times. The Facebook page recorded a best for us, in class average rating of 0.5%. Numbers that lead to some impressive business results, like a 17% sales growth that has positioned Fairy as the agency brand with the fastest growth on the market and the 2nd player on the market.

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