OVERVIEW
Butterkist is the UK’s best-selling popcorn brand, loved by millions of amazingly loyal fans.
They wanted to ensure their significant annual TV investment was fully leveraged and supported online with a clearly defined paid and organic social strategy.
We were tasked to grow their social fan base, harness brand perception and engagement with a creative campaign, whilst introducing new flavour variants and ranges amongst a community of over 50,000+ Facebook and Twitter followers.
Our Solution
We worked alongside Butterkist’s TV and PR agencies to understand campaign laydown, daypart and programme strategy, ensuring that broadcast activity and social channel amplification were optimised to maximise store footfall and trial amongst new users.
Social channels were used to ‘pre-launch’ new flavour variants and seasonal exclusives. For the launch of the #ButterkistDiscoveries new communities of popcorn fans were encouraged to upload and share their summer ‘discoveries’, to be rewarded with random acts of kindness in the form of surprise Butterkist popcorn packages to enjoy on their travels.
The Results
Butterkist achieved 6000+ likes and retweets in the first 4 weeks of the campaign, and more than 40,000 social engagements alongside their broadcast support. With activity reaching more than 3m people, Butterkist consolidated their position as the UK’s No.1 popcorn brand.
As a result of the success of the campaign, Tangerine Confectionery assigned us to breathe new life into the social strategies of some of the nation’s most iconic sweet brands including Wham Bars, Sherbet Dib Dabs, Anglo Bubbly’s and Flumps.
Sweet, anyone?
