Devise a social media campaign to drive trial and awareness of the popular limited-edition Fridge Raiders Chicken and Stuffing Bites.
Pier developed a social media campaign strategy around an exciting and high-intensity week of competitions to amplify the launch of the limited-edition festive flavour, and reward the Fridge Raiders audience.
From ideation to execution, the campaign was turned around in a week. Pier’s UK team travelled the length of the county, capturing packs of the Fridge Raiders Chicken and Stuffing Bites in front of iconic Christmas spectacles.
Across the campaign we:
In the cluttered run-up to Christmas, Pier executed the Festive Tour social media campaign, a week of daily competitions with highly desirable prizes to amplify the launch of the limited-edition Fridge Raiders Chicken and Stuffing Bites. From Bournemouth to Edinburgh, we travelled the length of the country to capture the products in front of iconic Christmas spectacles to tap into the festive mood and drum up excitement.
The campaign was underpinned by a robust geographically targeted paid media strategy to reach people located in our secret locations and support engagement.
We achieved incredible results; growing the Fridge Raiders Instagram channel by 66% across the week and achieving an average engagement rate of 6%, well above industry standard.
Pier was briefed to raise awareness of the limited-edition Fridge Raiders Chicken and Stuffing Bites across social media to drive trial and create excitement. With a quick turnaround needed, this was an ideal opportunity for us to channel our creative energy and flex our robust social media skills to bring a campaign from ideation to life in just over a week.
The festive period is known for being a noisy time for brands to gain traction on social media. We knew we needed to elevate the campaign in a way that achieved cut-through to existing followers on the Fridge Raiders channels, as well as reach new audiences.
Visiting Birmingham, Manchester, Edinburgh, London and Bournemouth, we ensured our locations covered a wide geographical spread across the UK. Followers were asked to guess the location to be in with the chance of winning a bundle of the limited-edition product and high-value prizes.
With festive fun sitting at the heart of the campaign, we drummed up excitement by building intrigue and keeping the competition rounds fresh with a new location and prize every day. This built to the final day where we gave away the biggest prize of the week. By keeping the same simple mechanic throughout, we successfully established familiarity with audiences to encourage repeat engagement.
To involve followers further, Pier captured behind-the-scenes content detailing the journey to the secret location and notable landmarks to create Reels. This content was posted to social media featuring trending sounds on Instagram that aligned with the festive nature of the activity, to further the reach of the campaign. The Reel content alone generated an organic engagement rate of 7% on Instagram, well above the industry standard.
Elevated beyond the everyday Instagram competition, our campaign directly tapped into an audience excited to see the tour come to their city, and generated buzz around the product.
Are you looking for a Christmas campaign? Get in touch with Pier to discuss how we can help bring your products to the forefront of consumers’ minds during the festive period, and beyond.
Pier, Unit 24, Basepoint Business Centre, 70-72 The Havens, Ransomes Europark, Ipswich, Suffolk, IP3 9BF
Company registration number 06531395
Pier, 77 Farringdon Road, London EC1M 3JU
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