Interactive Banner Game for UbyKotex Ultrathins.
Connected, Designed and Animated for the InMobi interactive banner platform.
Batteries are a functional purchase, and there’s little point of difference in the category: although many batteries claim a longer life, it’s difficult to prove. We were briefed to drive this point of difference – to prove that Eveready were the better, longer lasting battery.
Drive reach by establishing a connection between playtime and happiness – and Eveready.
Humanise batteries. Our insight? Parents hand their smartphones to their kids to entertain them.
Our idea was simple. With a child’s imagination, playtime is anytime. We asked children to draw the toys that they wanted for a chance to win them, positioning Eveready as the battery that facilitates family fun. We launched the experience on the Eveready Facebook page, an on pack sticker & Facebook link with photo stories using actual drawings from kids.
We reached over 1.8M Australians with the message that a good value battery is connected to playtime & happiness.
6,474 visits to the website resulted in 1,715 entries for a conversion rate of 35%.
Average time spent on the site was 3 minutes and 45 seconds – spent not pushing a marketing message, but instead driving the emotional connection that resulted in 55% of visitors opting in to receive emails from Eveready
The idea was so successful that evolved into an activation that lived beyond the original campaign, with extensions at Christmas time, & a year round activation that gave kids a chance to win a toy during their birthday month.
Little indulgences - a series of small indulgences given away on Moccona’s Facebook page. The entry mechanic was simple: fans had to comment on the Facebook post with the treat they wanted to win, tag a friend and tell us why they deserved it.
We reached over 1M people with a combination of paid and organic media, attracting 6,569 entries, an average of 328 entries per Facebook post. This meant that not only was Moccona reaching coffee drinkers with the message that they deserved it - but Moccona drinkers were telling their friends that they, too, deserved an indulgent treat.
Kleenex introduced a new product in 2013: flushable cleansing cloths. We were briefed to add a digital and social element to their experiential sampling campaign and drive the reach of the experience beyond the activation sites, encouraging customers to reconsider their bathroom routine with a combination of wet and dry Kleenex Cottonelle Flushable Cleansing Cloths.
We needed to extend the activation beyond the day of the event. The challenge was getting them to trial and choose Kleenex Cottonelle Flushable Cleansing Cloths while generating awareness and engagement with consumers about the ‘New Level of Clean.’
We positioned Cottonelle as the social voice of clean by asking users to score their bathroom and hygiene habits in an online quiz, The quiz scored their bathroom and hygiene habits, ran a ‘germ scan’ and assigned a score out of 100 with a direct call to action for product info and a challenge to share their hygiene score. We used Facebook posts to promote the challenge, and developed an iPad version of the quiz at promo event ‘New Heights of Clean.’ We used results from the hygiene test to create a series of compelling info graphics to share socially, riffing on Sydney vs Melbourne’s rivalry.
We reached over 1M Australians with the message that while they might consider themselves ‘clean’ - there was another level of clean made possible with Kleenex Cottonelle Flushable wipes. With over 17,000 interactions and an average engagement rate of 2% (AU National FMCG average is 0.25%), the message resonated with users.
Social media campaign for OPSM. The campaign resulted from assessment of market commentary and followed a branding/messaging alignment. The success of the campaign was measured and as a result the campaign was leveraged in the USA for LensCrafters.