Case Study

Brief

Creative digital agency Outside Line was challenged to create a social media campaign for Apples From NZ to boost consumer awareness of the product and raise the brand’s profile in the UK market. Devised to breathe life into the brand’s mission to promote life’s simple pleasures, the multi-award winning agency has sought to produce a campaign which seamlessly marries innovative social media engagement with offline ‘real life’ communication. With an objective to deliver increased consumer awareness of Apples from New Zealand, the strategy focused on also nurturing more direct interaction between the brand and its clients.

Strategy

Recently launched in the UK, the campaign was designed to make people aware of the Apples From NZ brand and encourage consumer engagement, getting to know the brand values and successfully embrace the product.

Immediately understanding both the ethos which drives the brand and the brief provided, the team at Outside Line sought to reflect on their in-depth knowledge of the market and media platforms in which the brand operates by creating a campaign designed to effectively incentivize the consumer to engage with Apples From NZ in a more personal and emotive manner.

Execution

Motivated by the prize of a trip to New Zealand, users are encouraged to send a postcard to a friend in the UK by entering details on the Facebook hub. The multi-user journey continues when the postcard recipient then enters their unique code from their postcard into the app on the Facebook page, automatically qualifying themselves for a chance to win the trip to New Zealand.

Tasked with raising the profile of Apples From NZ in a highly competitive market, the campaign reaches out to targeted consumers by capitalising on the potentially emotive impact of the ‘Simple Pleasures’ tag line. Drawing upon a common public experience, the team at Outside Line created a highly effective strategy focused on the joy of receiving an unexpected postcard.

Evoking powerful feelings of nostalgia and friendship, Outside Line strove to integrate a traditional form of communication with the modern channel of social media in a strategy designed to deliver the client’s message right to the heart of their target audience.

Results

Launched earlier this month to coincide with Apples From New Zealand’s introduction to the UK market, the experiential marketing and social media campaign has proven popular among the campaign’s target audience, serving to build an active online community around the brand on Facebook.

Inspired by the ethos of the Apples From NZ brand - which exhorts consumers to value the simple pleasures of life - Outside Line designed a visionary campaign which reaches out to consumers across the Facebook platform by celebrating the underrated but much-loved act of sending and receiving post cards. The campaign seamlessly blends the two forms of social engagement to deliver an inventive and emotive consumer experience with the brand which blurs the boundaries between real life and virtual interaction.

With the campaign still live and in it’s first few weeks, it has seen over 650 people enter and send postcards to loved ones. Over this period, the campaign has generated over 600 new 'likes' on the Facebook page and the campaign is expected to continue at this rate.