Brief
JCPR's objectives were:
- Generate talkability and WOM for Anchor Butter and Spreadables during key Christmas sales period
- Achieve consumer cut through and deliver coverage with clear brand and product stand out, communicating relevance among primary target of gatekeeper mums with young families
- Encourage sales
Campaign Overview
JCPR created an original ‘world first’ destinational content for media – the first ever 'Pudcast' – using a combination of research, a credible expert and bespoke call to action. The 'Pudcast', a two-minute web cast, was fronted by expert Marguerite Patten, UK’s first TV cook.
Early adopter engagement was driven via online seeding of the ‘Pudcast’ before driving debate in mass market traditional media.
The initiative was supported by news story collateral examining the juxtapositioning of age old Christmas cooking traditions with 21st Century techniques. The story was seeded among online communities and forums and backed by print and broadcast interviews with expert.
Results
- 'Pudcast' attracted 6,500 views and 3,000 downloads
- Clip was posted 4 times on You Tube and 3 times on My Space reaching an audience of over 200 million
- 4 blogs were started about the Pudcast itself
- 60 pieces of branded consumer coverage over a one-month period, including BBC Breakfast and Daily Mail
- 5 items of key destinational coverage, including The Chris Evans Show on BBC Radio 2 and The Metro
- Overall, seeding positive awareness among an audience of 75 million
- Campaign media value of £921k (AVE)
- ROI of 39:1