Reverse Robberies succeeded in convincing sceptical shopkeepers to stock OAK.

Reverse Robberies secured 60 new stores for OAK, resulting in an ROI that was 13 times the investment and 3 times our original target.

OAK’s Facebook fans were highly engaged, submitting over 3,000 requests for a Reverse Robbery, equating to a 30% response rate that dwarfed the 2% target.

The campaign evolved in real-time, with fans requesting Reverse Robberies for their homes. OAK obliged and more content was created.

Reverse Robberies doubled OAK’s Facebook fan base and scored No.2 on YouTube’s coveted ‘Entertainment’ category.

The idea was “Reverse Robberies” – a shock and awe approach to distribution that turned robbery on its head, by forcibly stocking convenience stores.

Media insights helped shape the idea from the outset – identifying the mass of Facebook conversation about product non-availability, and how fan data could help locate the right areas to target.

Having a highly-active community, and almost no media budget, cemented Facebook as lead channel. YouTube would host our RR-content, with Blogger Outreach helping fuel interest and endorsement, but all paths in our digital ecosystem leading back to Facebook, where the central story would play out.

The campaign needed to behave like an organic social movement - not advertising.

As individual stores scored enough nominations to support sales, we Reversed Robbed them and shared the content – encouraging more nominations, and fuelling a reactionary media cycle of RR-content- nomination-RR-content etc.

OAK’s sales force took care of the rest.

A change in ownership had left OAK flavoured milk without distribution. OAK’s fans were up in arms, but with the category in rapid decline, shopkeepers weren’t interested.

Our objective was to secure 20 stores for OAK – targeting sceptical shopkeepers.

The primary target audience was twofold – our fans and shopkeepers. The secondary target audience was friends of our fans, and a more general 16-24 year-old male segment who appreciate authenticity and uncompromised taste. Our fans willingly engage with the brand, and readily identify with its attitude.

Our strategy focused on engaging and mobilising OAK’s Facebook fanbase. We would use them to prove OAK’s popularity and to identify individual stores that didn’t stock OAK, but were located in an area with strong consumer demand.

Our projected response rate was 2% amongst OAK’s Facebook fans.

This data would focus the sales force where it could have the biggest impact.