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Case Studies

 

How Ribena used social media to engage Mums

How Ribena used social media to engage Mums

Background

When Ribena asked Brass to promote the goodness and British provenance of its blackcurrants, it used our social media expertise to tell the story. Tales from Ribena Farm, an integrated campaign, aimed to bring alive the fact that Ribena Squash really is made from blackcurrants grown on British farms. Brass used social media to recruit families who won an exclusive trip to a Ribena blackcurrant farm.  It filmed the whole day and developed four short films, which have been released across all our social media platforms and within a dedicated hub on Mumsnet.

These films are a genuine first for both Ribena and GSK, capturing the essence of the brand in a unique way and putting Mums at the heart of the brand's content.

The brief

Ribena asked Brass to develop a campaign that would promote the goodness and British provenance of Ribena blackcurrants to its target audience of mums, in a new and engaging way.

This campaign needed to meet the following objectives, while extending its reach beyond traditional media:

Deliver deeper engagement
Build advocacy and drive loyalty
Force brand reappraisal
Drive frequency of purchase

Insight
 
Brass's overall content strategy is built from consumer insights based on Google search volumes. It identified three key areas of consumer interest that the brand can tap into: Food and Drink, Growing and Gardening and British Wildlife, as well as the Ribena brand itself. This drives our entire social strategy and is at the heart of the Tales from Ribena Farm core creative and content.

Strategy

Having nurtured an existing Facebook group for the last two years, Brass took the plunge and delivered a full range of activity across all major social media channels - Facebook, Twitter, YouTube, Flickr and the Ribena blog.

After developing a content publishing model for 12 months of activity, it then focussed on a major campaign - Tales from Ribena Farm - aiming to bring alive the fact that Ribena Squash really is made from blackcurrants grown on British farms.

Implementation

The Ribena brand team and its agency partners set out to deliver an integrated marketing campaign, encompassing online, PR, DM and experiential. Brass used its used our existing social media channels, consumer database and an exclusive partnership with Mumsnet to recruit 12 families who all won a fantastic day out on one of three British Ribena blackcurrant farms.

It designed the event around four 'tales' where our families took part in activities, learning how blackcurrants are grown and harvested, spotting birds and bugs with The Wildlife Trusts (an official Ribena partner), finding buried treasure in the blackcurrant fields and making smoothies.

The whole dasy was filmed and now four short films have been released, called Tales
from Ribena Farm. These films have been released across all of Brass's our social media platforms and within a dedicated hub on Mumsnet.

In addition to being driven by consumer insight, Brass also made consumers the stars of our content, closing the virtuous circle and creating future advocates. Our strategy, creative and delivery are anchored in online consumer behaviour.

Results

 
The whole campaign is a genuine first, not only for the Ribena brand, but for the whole of GSK, resulting in:

650,000 overall reach

4.1m opportunities to see

19,800 deep interactions

In addition, pre and post research to evaluate the impact of the campaign in changing mums' perceptions of Ribena, shows there has been significant shifts particularly among Mumsnetters in terms of Ribena being a "British brand" (14 point increase), "full of goodness" (9 point increase) and "great tasting" (14 point increase).

There has also been a shift in brand warmth amongst existing loyalists from the Ribena database in terms of "willing to give to my children regularly" (9 point increase).  

The films have captured the essence of the brand in a unique way putting Mums at the heart of the content, and are continuing to create talkability across our online channels.

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