Your Daily Uplift

Continental FB uplift campaign

Challenge

Over the past 5 years, growth in the instant soups category had flattened. With both medium and heavy soup drinkers moving toward lighter consumption. Competing in a mature market, Continental Cup-a-Soup needed to find a way to inspire their existing soup customers to increase their usage to reverse this worrying trend.

The key challenge put to the agency was to develop a compelling digital campaign that targeted existing customers and kept Cup-a-Soup top of mind. The brand was not just competing against instant soups but against an array of alternate ‘snack foods’ which were largely impulse purchases. The digital solution needed to drive online engagement and support the in-store activities.

Response

The Concept was ‘Your Daily Uplift.’ To provide consumers an afternoon ‘pick me up’ online to revive them mentally during their hectic day. By posting uplifting, engaging or entertaining content to the Cup-A-Soup Facebook Page to help them get through the day and inspire them to revive themselves physically with a Continental Cup-a-Soup.

Result

Engagement rates for the page were 0.13%, which is 85% higher than the average for FMCG brands in Australia that has agencies running the page.

The campaign generated over 7000 new fans which was 5X more than the objective and took the page total to over 20,000 fans. Over 6,000 people responsed to our poll and there was a total of 8,266 entries in the competition including micro site, Facebook and mobile entries.

Over 20,000 fans

Engagement rates for the page were 0.13%

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