What was our brief?
Kiddylicious’ launch of a brand-new food range called Little Bistro needed a media campaign to raise its awareness with its core demographic and encourage supermarket sales.
The brief was to raise awareness and drive online conversions via a short-term, pre-Christmas digital campaign for their Little Bistro range.
What was our response?
Having conducted a full situational analysis, we ended up recommending a mixture of paid social (Facebook and Instagram) and Search & Display activity on Google.
Our plan was to raise awareness with new audiences, drive in-market users to the Kiddylicious website and re-engage those audiences that had previously visited the site.
A Facebook Pixel was used to build look-a-like audiences based on website and Facebook Fan Page activity. We also split-tested various Facebook interest-based groups and used the Carousel ad type to showcase the new product range.
For PPC, we drove web traffic through search, Google Display Network advertising (GDN), Gmail sponsored promotions, display remarketing and Remarketing lists for search ads (RLSA).
Highlighting the benefits in aiding speech development
The campaign featured the wide range of flavours available
- Increase in month-on-month sessions
- Post engagements on social media
- Video views
- Average CPV
- Increase in conversions
Thank you for the Little Bistro campaign results. Firstly, I would like to say that we are very pleased with the how well the trial has gone, and we are really excited to see the results we can achieve this year!Leanne Richardson, Global Marketing Manager
Why Space & Time?
Having worked with other similar kids’ brands (e.g. Mamas & Papas), we had a wealth of experience having already built up in-house knowledge and research on our target audience of millennial mums.
Similarly our digital first approach (in particular social media), made us the obvious choice to reach the target audience at the most cost-effective rate.
Combined with our top tier accreditations in Social and PPC with exclusive access to both Facebook and Google reps, we were able to piece together a comprehensive media plan to achieve the objective.
How did we go beyond?
Firstly, we fully immersed ourselves with the brief, given our commitment to truly live our clients whenever possible. In this instance we leveraged our own people, principally those of our team members with children of the target range. We were able to conduct our own focus groups in-house and gain a level of insight beyond that of our already extensive suite of research tools. This helped us understand the issues more deeply and therefore craft ad copy from an empathetic perspective.
Secondly, as we do with all our clients, we held a series of workshops to look beyond the brief and truly understand their pain points. This allowed us uncover some previously unidentified issues and adapt our strategy to focus on the core problem; in this case the lack of awareness of the new range’s connection to Kiddylicious, foregoing the equity and trust in their brand.
Serving up a tasty NPD launch for Kiddylicious
Kiddylicious’ launch of a brand-new food range called Little Bistro needed a media campaign to raise its awareness with its core demographic and new consumers. The brief was to raise awareness and drive online conversions to secure supermarket listings and grow distribution.