Embracing the vibrant spirit of summer, Bhuja embarked on a strategic journey with our Mix It Up campaign, aimed at enhancing brand awareness and resonating with our audience's adventurous lifestyle. Recognising Bhuja as more than just a snack, but a companion for exploration, we curated a campaign that captured the essence of summer adventures while strategically driving engagement and conversion.
At the campaign's core was a profound understanding of our audience's desire for convenience and enjoyment during their summer pursuits. Through captivating visuals and authentic storytelling, we showcased real-life scenarios where Bhuja became an integral part of our consumers' outdoor escapades, evoking a sense of connection and resonance.
Central to the campaign was an enticing competition offering participants the chance to win a year's supply of Bhuja and an exclusive Bhuja surfboard. By simply purchasing a Bhuja pack and signing up for our newsletter, consumers eagerly participated, driving significant engagement and interaction.
With high quality content developed by myself in conjunction with a freelance photographer, the campaign was seamlessly integrated across various touchpoints, from Coles and Woolworths to our digital media channels, ensuring widespread visibility and impact.
In addition to our digital efforts, we strategically partnered with B105 and Triple M radio stations in QLD to extend our reach and connect with a broader audience. Leveraging the station's influence and reach, we sampled the Bhuja range with their Black Thunders, further amplifying our campaign's reach and resonance. Furthermore, our collaboration with over 30 micro-influencers bolstered our campaign's impact, facilitating authentic conversations and engagements across social media platforms.
Campaign Channels
Coles/Woolworths Media (Coles360 and Cartology)
Bhuja Facebook & Instagram
Email Marketing (Active Campaign)
Radio sampling QLD
On-pack
Results
The results of the Mix It Up campaign speak for themselves given the limited marketing budget involved. Over the span of two months, we generated an impressive 2,345,997 impressions, reaching over 645,387 individuals. With 12,097 competition entries and a notable 60% conversion rate to competition entry on our website, it's evident that our audience embraced the campaign's message.
Beyond the metrics, the campaign yielded tangible business outcomes. Bhuja experienced a substantial 10% increase in category share, solidifying our position as a leader in the nuts category. Additionally, we observed a noteworthy 2% increase in household penetration, indicative of our growing resonance with consumers.
Key Skills Utilised in Campaign
Strategic Planning: Developing a comprehensive campaign strategy aligned with business objectives and target audience preferences.
Market Research and Analysis: Conducting thorough market research and competitor analysis to inform campaign positioning and messaging.
Brand Development: Leading the development and evolution of the Bhuja brand identity and voice.
Creative Storytelling: Crafting compelling narratives and visual content to resonate with the target audience and evoke emotion.
Digital Marketing: Utilising various digital marketing channels, including social media, email marketing, and website optimisation, to maximise campaign reach and engagement.
Content Creation: Overseeing the creation of high-quality visual assets, including photography, videography, and graphic design.
Campaign Management: Planning, coordinating, and executing all aspects of the campaign, including budgeting, timeline management, and resource allocation.
Partnership and Influencer Management: Collaborating with external partners, such as radio stations and micro-influencers, to extend campaign reach and impact.
Metrics and Analytics: Monitoring campaign performance using relevant metrics and analytics tools to optimise strategies and drive continuous improvement.
Adaptability and Agility: Demonstrating flexibility and adaptability to navigate unforeseen challenges and capitalise on emerging opportunities throughout the campaign lifecycle.
Leadership and Team Management: Providing effective leadership and guidance to internal and external team members to ensure cohesive execution and alignment with campaign objectives.
Results-Driven Mindset: Maintaining a focus on achieving measurable outcomes and driving tangible business results through the campaign efforts.
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