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.

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.

Reverse Robberies turned a potentially dull distribution brief into a truly engaging and entertaining brand building campaign.

Simply asking fans to nominate a store for OAK to stock would have been lame. Especially because OAK is positioned as the full-strength and full-on flavoured milk with a provocative and irreverent personality.

The ‘take no prisoners’ attitude of Reverse Robberies reinforced OAK’s bold positioning and addressed consumer apathy and discontent towards the declining flavoured milk category.

Our unique use of Facebook fan data to locate individual stores in areas with existing consumer demand helped solve a major distribution issue, using real time creative responsiveness.

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

Our gang of Reverse Robbers were dressed as Sgt John Henry (the lead character from our popular ongoing campaign) – a tough-as-nails veteran who didn’t tolerate indecision.

After launching the Reverse Robberies manifesto on Facebook, OAK fans nominated stores in need of a Reverse Robbery.

As individual stores scored enough nominations to support sales, we Reversed Robbed them and shared the content – encouraging more nominations.

OAK’s sales force took care of the rest.

Reverse Robberies succeeded in convincing sceptical shopkeepers to stock OAK.

It 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fans were highly engaged, submitting over 3,000 requests for a Reverse Robbery, equating to a 30% response rate that superseded the 2% target.

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

It doubled OAK’s Facebook fan base, scored No.2 on YouTube’s coveted ‘Entertainment’ category.