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Splendid Communications

Core disciplines: Integrated marketing, Public relations (PR), Search, Social

One of the Top 30 most viewed agencies for 2017

Festive Bake Campaign

We drove sales of Festive Bakes for Greggs

Gregg's Festive Bake from Splendid Communications on Vimeo.

THE CHALLENGE:

Boost engagement and conversation during Christmas by using the most anticipated product in the Greggs calendar, the Festive Bake, to make Greggs stand out and increase overall sales YOY.

PEOPLE FIRST INSIGHT:

77% of content and conversation is shared via ‘dark social’ platforms, such as WhatsApp, Messenger & Telegram.

THE STORY:

We created a campaign that lived where dark social conversations take place but would create conversation everywhere.  The campaign had two key phases to get Festive Bake fanatics excited:

PHASE 1 – a WhatsApp group, dedicated to Festive Bake lovers. We announced it via Facebook and Twitter and thousands of people applied.  This social innovation was taken to a wider audience via national media editorial coverage.

PHASE 2 – we maintained buzz by re-launching the now famous #PastySanta selfie campaign with the addition of the year’s biggest trend: the Face Swap. The WhatsApp group members were first to hear about this new feature and they kick started a stream of #PastySanta Face Swaps across the UK.

Our WhatsApp group were also rewarded with daily competitions, giveaways and fan-fostering content, including a movie trailer parody featuring members’ loving quotes about the Festive Bake.

 

6.4% increase in

sales over Christmas

 

10.2% growth in

Festive Bake sales YOY

 

98% YOY uplift in engagement

in tweets about #PastySanta

 

41% increase in

Festive Bake mentions YOY

 

25 pieces of national coverage

about the WhatsApp group

 

OTS of 260 million

from earned media

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