Digital Brand Campaign
Grab It briefed us to work on their 2021 / 2022 year marketing plan with the core objective to increase rotation in their existing stockists.
Having recently launched their new brand identity earlier in 2021, we needed to help drive awareness and consideration of Grab It through communicating the brand story and key product qualities.
When looking in the meat snacking category our insights showed that higher frequency buyers of Grab It were broadly similar to their core competitors however there were fewer buyers in total so we needed to focus on penetration and getting more buyers in at the top funnel. We identified that targeting meat snacks buyers as a whole offers a much bigger opportunity for Grab It.
When shoppers are deciding which product to buy they need to be brand aware so an ‘Always On’ approach is recommended to reach and build awareness with as many shoppers as possible.
We targeted regular meat snack purchasers aged 25-44 with an always on plan of activities that communicated our key messages of taste and quality. We planned seasonal campaign bursts with paid social content going out each month to keep Grab It front of mind with our core audience throughout the year.
Our first campaign burst in Autumn included a Youtube campaign and an Influencer campaign alongside geo-targeted social and OOH targeting core audience in proximity to Iceland stores in Scotland where the product had just been listed. The creative campaign idea was ‘Tear it, Taste, it, Love it, Grab It’ delivered in a catchy metronome rhythm.
Our Youtube campaign ran for 3 weeks and consisted of a dynamic, 10 second, skippable in-stream ad landing the brand and our core campaign message in the first 5 seconds, before going on to deliver further product messaging around taste and quality. We used a rhythmic soundtrack alongside a characterful & engaging Scottish voiceover to make the creative fun and memorable in users minds.
Handpicked influencers who aligned with Grab It target audience posted content alongside the Youtube campaign further raising awareness of Grab It, emphasising core product benefits and helping to drive the eating occasion.
To promote the new trial listing in Iceland stores in Scotland, a dedicated campaign was created using a combination of OOH and online geo-marketing.
The social geo campaign targeted the core audience in key locations around Iceland Stores with a rich 6’ social creative advertising with a reach and frequency approach over a 2 week period. The OOH consisted of a bright and dynamic phone box poster creative within 500m proximity to Iceland stores communicating the core campaign message of Tear It, Taste It, Love It, Grab It.
Overall the Youtube campaign delivered over 2 million views from 4.8 million impressions with an impressive view through rate of over 43%.
The followers of our handpicked influencers totalled 455,800 and posts received a strong average engagement rate of 3.78%.
We hit the optimum frequency of 3 over the two week campaign period the social GEO campaign was live, reaching over 7oo,000 of our core shoppers in proximity to stores where Grab It can be purchased.