In a proactive effort to support the sponsorship of the Sunfoil Test Cricket Series between South Africa and the West Indies, Y&R Durban and the agency’s shopper marketing unit, Labstore SA launched a hugely successful Sunfoil Facebook campaign. Sunfoil, which is manufactured by Willowton Group, is an existing agency client and also the primary sponsor for the Dolphins cricket team. The integrated communication efforts resulted in 23,000 Likes in less than eight weeks over what is considered the toughest – because it’s the quietest – time of the year for brands to be on social media platforms.
The campaign ran from beginning December 2014 until mid January 2015 and achieved amazing growth for very little outlay. Dr. Sarah Britten, Strategy Director at Labstore SA describes it as “a good example of how the right content and community management can produce results for a client without a massive budget. We averaged 65c a Like, when the norm is R2 for these type of campaigns.”
Pam Lourenco, Labstore SA’s Content Strategist explained that the campaign focused on full lifestyle content generation. She said, “Besides attracting Likes, we wanted to actively engage with fans and did so through sharing delicious, practical recipes and offering daily giveaways, including hampers and even signed and framed Protea shirts. The result was that the campaign appealed not only to cricket supporters, but cooking enthusiasts and general consumers.”
The campaign was supported by TV spots on SABC 3 that featured Protea cricketers, Faf du Plessis, JP Duminy and Imran Tahir cooking their favourites with celebrity chef, Jackie Cameron. These ads underpinned the ‘Now We’re Cooking’ campaign slogan and served to drive viewers to the Facebook page for more information such as ingredients and recipes.
“The launch of the Sunfoil Facebook page is the kind of opportunity that normally gets offered to sports activation agencies,” commented Britten. “We were really excited to collaborate with Y&R Durban to create a relevant, highly involving experience that linked cricket to an FMCG brand. Building relationships with consumers before they become shoppers is part of the path to purchase. Sunfoil’s Facebook page allows us to continue to have conversations with consumers and reinforce relationships with shoppers so that when they arrive at the shelf in the supermarket, they are more likely to choose our client’s brand.”
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