case study
send breakfast to a friend campaign
Consumer Marketing, Creativity, Social Media, social media management
Consumer Marketing, Creativity, Social Media, social media management
Industry FMCG Related Links https://hollandandbarrett.com.cy/the challenge
Holland & Barrett, one of the world’s leading health and wellness retailers and the largest in Europe, turned to Action Global Communications to come up with a competition just in time for World Breakfast Day (September 26). After all, they are wellness experts, and wellness goes hand in hand with a good breakfast.
The challenge of this campaign was to speak to people in a friendly way, to remind them of the importance of breakfast, and to associate the brand with the wide range of options that they can find in all Holland & Barrett stores in Cyprus.
the insight
We all have a friend who skips breakfast. Their excuse? They don’t have time, or they haven’t found the right breakfast products for them. Thankfully, their friends can show them that they care and make them change their minds. Because breakfast is the most important meal of the day, and friends are important parts of life.
the idea
With the above insight in mind, Action Cyprus decided to create a competition urging people to send a package full of breakfast goodies from Holland & Barrett to a friend of theirs, just in time for World Breakfast Day. The message? Clear and to-the-point: #SteileProino (#SendBreakfast)!
the microsite
First, Action designed and implemented a microsite (steileproino.com) that users could visit and choose one of the 5 “friend categories” that we came up with:
- “The KETO friend”
- “The Protein friend”
- “The No Gluten friend”
- “The Health Freak friend”
- “The I Love Chocolate friend”
Each category had its own breakfast package, filled with products that corresponded to the food preferences associated with each type.
Users were directed to the microsite through a series of social media posts. To enter the competition, they had to choose a package and then mention a friend in the comment section of the posts, along with the package they wanted to send to them.
Social Media Content
#SteileProino was essentially a social media contest, so users could participate in the competition by following 3 simple steps:
- Liking Holland & Barrett Cyprus’s Facebook page.
- Visiting www.steileproino.com to choose a breakfast package.
- Mentioning a friend in the comment section of the contest’s social media posts and writing which package they wished to send to them.
To run the contest, Action Cyprus designed a video post, along with 5 carousel posts that illustrated each “friend category” and urged people to enter the competition. A reminder post and a final post announcing the end of the competition and the winners were also published.
The Breakfast Packages
Finally, Action designed 5 different messages that accompanied the breakfast packages to make the whole experience as personalized as possible. The lucky friends who received the packages were urged to photograph and post them on social media on World Breakfast Day, using the hashtag #SteileProino and tagging Holland & Barrett.
results
- The campaign resonated deeply with the target audience! The 50 lucky winners celebrated World Breakfast Day with Holland & Barrett's curated packages and spread the message further. With personalized notes in each package and recipients sharing their gifts on social media using the #SteileProino hashtag, the campaign not only drove sales and brand awareness but also underscored the significance of breakfast and friendship.
let’s work together
