Building on the pre-existing campaign platform of ‘Snack Like You’ for Popcorn client The Laughing Cow, the team worked to deliver an integrated PR and content management campaign, supporting The Laughing Cow’s need to target the multiple snacking moods of consumers.
Designed to deliver key campaign messages, whilst driving engagement and building brand presence through authentic storytelling, Popcorn set about evolving the campaign platform to centre on a more emotional connection with snacking choices, moods and occasions.
Focussing on the key pillars of celebrity ambassador social amplification, proactive personalised deliveries for celebs and influencers and recipe generation with credible foodies, the activity facilitated story telling rather than single message delivery and focussed on short lead channels.
Working with credible foodie influencers selected for their relevance and reach, such as The Food Grinder, The Fashion Fitness Foodie and Rosie and the Recipes, the team harnessed the power of influencers to create inspiring and impactful content that brought to life the ‘Snack Like Every You’ story in a fun and engaging way, with content tailored to the influencers’ own snacking moods.
Further social amplification was generated through celebrity ambassadors Gemma Atkinson, Lydia Bright and Kate Lawler, with highly engaging content inciting comments such as, ‘best ad on Instagram I’ve ever seen’ and ‘Laughing Cow is the best, nothing else comes close.’
In addition, personalised ‘surprise and delight’ cupcake mailers sent to the likes of Louise Thompson and Ashley James leveraged topical personal moments to drive organic social sharing, delivering further brand messaging and reach, while additionally highlighting the versatility of the product.
Bolstered by strong community management from Popcorn during the campaign period, the team were able to harness consumer conversations to drive deeper engagement around the Snack Like Every You campaign, with timely responses to consumers and the wider audience around their snacking moments, helping to drive association and build brand personality for The Laughing Cow.
Bringing the Snack Like Every You story to life, the campaign worked to build an emotional connection with consumers, harnessing organic and paid for content opportunities. Delivering an engagement rate 109% above the KPI, with 5.1million reach, the total campaign smashed all benchmarks.