Direct > Campaign
COLENSO BBDO, Auckland / FONTERRA BRANDS / 2015
Overview
Credits
Audience
Our brief was to create a campaign that the whole country could enjoy, no matter how young or old. But the idea also had to have a high level of engagement with the 18-34 group, whose relationship with Tip Top existed mainly on social media. So by using our own product as media and customising it so that our fans would have a reason to share it with their friends, we harnessed the power of social media whilst also creating a campaign that everyone could enjoy.
ClientBriefOrObjective
Science shows that ice cream creates changes in the brain that make you happy. And happy people are more likely to say yes. So we created Yes Sticks. A way to harness the power of ice cream to ask someone for something you want.
Yes Sticks is an idea that relied 100% on our audience’s direct participation. Without their involvement, there would have been no campaign.
First, we used media to ask New Zealanders what they wanted to ask for with an ice cream. Our call to action drove them to our purpose built Facebook app, where they could enter the question they wanted to ask.
Then we printed their unique questions on customised Yes Sticks inside the ice cream flavour they chose and hand delivered them so they could give it to who they were asking in person.
Execution
Science has shown that ice cream creates changes in our brain that make us happy. It also shows that happy people are more likely to say yes. So we made a small but powerful change to our product that helped people harness the power of ice cream.
Our nationwide campaign took place over New Zealand’s summer months (Dec to March). It began with a call to action that drove people to our Facebook app, where they told us the questions they wanted to put on Yes Sticks. Then, we took over the Tip Top factory for a week to put those questions on individual sticks inside ice cream flavours they chose. Each Yes Stick was hand delivered so they could give it to the person they were asking. Then people shared their answers with us and their friends on social media, spreading the word about the power of ice cream.
Outcome
As a result of the Yes Sticks promotion, Tip Top had their biggest Summer sales in their 80 year history, with a 14% increase on last summer.
During the campaign period, Tip Top’s market share increased over Unilever by a full 7%.
Other campaign stats:
21 million impressions
1.3 million video streams
More than 100,000 clicks to the app in just the first 10 days
Synopsis
Tip Top is New Zealand’s most popular ice cream maker. Despite having a tiny fraction of the marketing budget of their closest competitor, Unilever.
So without a huge global budget, Tip Top must create genuine social interest and conversation with work that captures the public’s imagination.
We saw this as an opportunity to create a campaign that didn't rely on big ads, but instead used our product to create real changes in behaviour that deepened our audience’s relationship with the brand.
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