Cannes Lions

SAVE THE BITES

HUCKLEBERRY, Melbourne / 7-ELEVEN / 2015

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Overview

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Credits

OVERVIEW

Description

7 Eleven asked us to use social media to launch a new and exclusive product: Krispy Kreme Glazed Bites.

In the briefing, one information stood out: the product would be in market for six weeks only. And this seemed far more important than its launch.

So we decided to use Facebook as stage the story of a movement, led by the Community Managers of the page and followed by the fans.

Execution

The Save the Bites campaign broke the boundaries of storytelling in the social space. To launch a new, limited edition Krispy Kreme product at 7-Eleven, we staged an online protest led by our Community Managers.

The plot: The team that runs the social media for 7 Eleven – learning that the newly launched product is about to be discontinued, decides to hijack 7 Eleven’s Facebook page until they promise to keep the product in store forever.

The first reaction of the fans was of surprise but soon the real storyline started to sink in, and by the minute more and more people got in character and joined the fight.

Our movement took the streets and we even got a spontaneous mention on Sunrise, one of the most watched Australian TV shows, thanks to a march in front of Channel 7 studios.

Outcome

The ‘Save the Bites Movement’ turned out to be an irresistible call to action for the FOMO generation.

Over a 15 day period, #savetheBites raised awareness of the Krispy Kreme Glazed Bites’ plight with over 3.5million Facebook users reached.

The support for the rogue social media team saw page engagement increase by 765%.

And crucially, a 20% increase in sales was observed during the campaign period.

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