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This was the first time Greggs had ever commissioned a digital advertising campaign to support a product launch. Furthermore, it was all done through social media. Working with digital communications agency STEEL, the campaign brought the products to life across Facebook, Twitter and YouTube.
Brief
Promote a new product launch – a range of flavoured doughnuts - available in Greggs’ high-street shops.
Strategy
Our strategy was based on product advocacy and earned media. We wanted to build a meaningful connection between the new products and the audience, something that resonated far more than a ‘traditional’ advertising approach.
By ‘bringing the products to life’ across Facebook, Twitter and YouTube we were able to mobilise a passionate army of supporters, providing entertainment and conversation so they naturally spread product and brand awareness amongst their social circles.
The strategy resulted in galvanising 1,000’s of brand ambassadors and a very powerful earned media reach. Broadening Greggs’ appeal to new audiences and a younger demographic, without the need for additional expensive, traditional paid media.
We didn't want to just raise awareness about the range, we wanted to entertain and involve people. We wanted to deliver a rich social experience that invites participation, in line with the increasing trends in people’s digital behaviour. The campaign wasn’t about advertising. It was about social entertainment.
Execution
1/ Each of the four ‘ordinary’ doughnuts was transformed into an individual character with personalities based on popular A-list stereotypes and detailed backstories, including their jobs, hobbies and past romances. By creating this virtual Doughnut world, the Doughnuts felt like real ‘people’ you could talk to, get to know and have fun with. Together they formed the “Superstar Doughnuts”:
• Jaffa Cake Doughnut became a rock star from America;
• Strawberry Milkshake became a ditzy supermodel from Cheshire
• Triple Choc Vanilla became a Premiership footballer from Newcastle
• Coconut Snowball became a Hollywood actress
2/ Each of the superstars was then brought to life on social media through YouTube, Facebook and Twitter. Essentially, YouTube shorts introduce the Superstars, with the conversation continuing through their Twitter and Facebook profiles:
• Visuals/artwork: Firstly, each doughnut was given the star treatment he or she deserved. From their handmade chairs and props to the animated miniature video screens, fireplaces and windows, each intricately designed set had to be flawlessly ‘real’ and perfectly to Doughnut scale.
But, the Doughnut worlds did not end there... we also added additional scenes and stills plus movie posters, magazine covers and newspaper articles to ensure the Doughnut world had depth and intrigue in abundance.
• YouTube: Each Doughnut featured in their own video to bring them life, showing their back-story, key life moments and their relationship to the other 3 Doughnuts. It also gave them a chance to use their catchphrases and to make an impassioned plea for votes. These videos were viewed via YouTube or the Superstar Doughnut campaign hub. Additional short videos added to the experience. Viral video seeding was also undertaken with Rubber Republics viral network.
• Twitter: was critical to the success of this campaign - it helped bring each of the 4 Doughnuts to life at a very personal level
• Facebook: As well as each Doughnut having their own Facebook profile, Greggs' Facebook page released 100,000 vouchers one week after the campaign launch, which gave the user one free doughnut from the new range with any purchase. The campaign was partly seeded through targeted Facebook advertising.
3/ Through all these channels, they fought to be crowned Greggs Superstar Doughnut 2011. These awards were positioned as the Oscars of the Doughnut world - they were a BIG deal.
People were encouraged to vote for their favourite doughnut. To tick the ‘what’s in it for me’ box, we gave a free Doughnut voucher to everyone who voted for their favourite Superstar Doughnut. These were awarded on Doughnut Day – the day we announced the winner of the Superstar Doughnut Awards.
Results
By chatting to people and being entertaining, the Doughnut’s popularity grew by the best advertising possible - word of mouth. The campaign was incredibly successful, achieving outstanding cut-through, awareness, engagement and footfall.
1.5 million Doughnuts were sold in just 5 weeks. Greggs CEO said this contributed to Greggs reporting a “5.4 per cent rise in total sales in its third quarter.”
In the first four weeks:
• 13,000,000 impressions across Facebook and Google Search
• 150,000 visits to greggs.co.uk
• 47,000 YouTube views
• 11,000 new fans on Facebook
• 6,000 new email sign-ups
• 4,000+ Twitter followers and over 600 conversations: with an average follower count of 130, they created a potential influence network of over 500k
• 1,000s of Doughnut vouchers claimed on #DoughnutDay
• 1 unsolicited song written by an MTV-nominated artist
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