The UK’s best-selling popcorn brand Butterkist is loved by millions and has some amazingly loyal fans.
Butterkist’s parent company, Tangerine Confectionery, were keen to ensure that their significant annual TV investment was fully leveraged and supported online with a clearly defined paid and organic social strategy.
Key KPI’s were to grow the social fan base, increase saliency and engagement with bespoke creative and introduce new flavour variants and ranges amongst a community of 50,000+ Facebook and Twitter fans.
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.
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, owners of Butterkist, have asked Fusion Unlimited 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.
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