Disciplines:
Challenge
Launch a brand new sweetie, Rowntree’s Randoms onto the British public with an online campaign.
Insight
We needed to mirror the 16-24yr audience’s online behaviour and let them take ownership of the brand.
We needed to mirror the 16-24yr audience’s online behaviour and let them take ownership of the brand.
Execution
We encouraged people to ‘let their random side out across the digital world, from random online advertising, mini-competitions on Facebook, encouraging random UGC on MySpace, a random viral and a portable website.
We encouraged people to ‘let their random side out across the digital world, from random online advertising, mini-competitions on Facebook, encouraging random UGC on MySpace, a random viral and a portable website.
Results
The launch has been a massive success with a huge amount of buzz across the digital world. In the first 4 months of the activity we saw: Nearly 200,000 Facebook fans, 300,000 viral views, 320,000 website visits and retail sales well exceeding targets.
