Crab Creative Ltd

Core disciplines: CRM/Customer engagement, Digital, Integrated marketing, Social

Content ⋅ Design ⋅ Social ⋅ Strategy ⋅ Technical

The Brief

Alpro launched the Deskfest competition to encourage its target audience to make simple, plant-based swaps and create healthy, creative and inspiring desk based breakfasts to be shared on Twitter and featured on a micro site, created by Crab. The #deskfest campaign was heavily focused on Twitter and presented the perfect opportunity to take advantage of the Twitter Ads platform to ensure the competition had the right boost to cut above the rest of the noise.

The Process

We created a site that automatically pulled in any images shared using the hashtag '#deskfest'. This allowed us to create a brand owned space in which to showcase entries and encourage further sharing.

We incorporated promoted Twitter activity into a wider integrated marketing strategy for the duration of the Deskfest campaign. Every morning, during key breakfast hours, tweets were promoted, simultaneously advertising the competition, encouraging entries, and showcasing images submitted from previous days.

We have learnt that the more creative freedom you allow your community, the better the content that they will generate for you. We were blown away by the effort that some of the entrants went to create the best #deskfest image.

The Solution

We used Twitter as the principal entry method for Deskfest. Entrants were required to submit images of their most creative desk breakfasts via Twitter or the Alpro website to be featured on the specially designed online gallery. The most inspirational and creative Deskfest entry won a trip to New York. We then undertook a targeted promotion campaign for the competition and use of the #deskfest hashtag to drive entry submissions.

The Results

To date, the competition has received over 1,500 entries. The hashtag #deskfest has been used 4,282 times. Deskfest themed tweets have received 4,360,000 impressions and 67,200 clicks. Over the course of the activity, the @Alpro_UK Twitter saw a 200% increase in followers.

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