Ovomaltine Promo, Case study OVOMALTINE CRUNCHY CAMPAIGN by Golin Harris

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OVOMALTINE CRUNCHY CAMPAIGN

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Industry Breakfast Cereals & Flakes
Media Promo & PR, Case study
Market France
Agency Golin Harris
Released January 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: FOODS INTERNATIONAL
Product/Service: SPREAD CREAM
Agency: GOLIN HARRIS
Managing Director: Julie Gaye-Espalioux (Golin Harris)
Account Director: Stéphanie Laurent (Golin Harris)
Creative Director: Jocelyn Berthat (Lowe Strateus)
Community Manager: Julie Le Vacon (Golin Harris)
Account Executive: Cécile Lardillon (Golin Harris)
Media placement: CONSUMER PR - - 26 JANUARY 2012

Summary of the Campaign
In France, every second, 2.7kg of the chocolate spread, Nutella, is eaten. The French consumer does not question the choice of Nutella.

1 year ago, OVOmaltine launched OVOmaltine CRUNCHY, a crunchy spread cream.

How to encourage French consumers to try it?

For that, we used a very French insight, leveraging what is, to French people, even more exciting than love: having a love affair.

The idea: portraying Nutella as the boring regular partner and OVOmaltine CRUNCHY as the exciting lover.

We developed a daring press kit. On the top of the box, a question: “Does tasting it mean being unfaithful?”. Inside the box, side by side, a Nutella jar, turning its back, and an OVOmaltine CRUNCHY jar with this simple sentence: "Just try it, whilst its back is turned", with a spoon next to it, representing the hotel room key.

The box was sent to bloggers and journalists who were particularly influential for our target of young adults.

Thanks to the campaign, the engagement rating on the Facebook page reached 56,5% and the number of fans was multiplied by 10. Almost 200,000 contacts on Twitter. More than 28m people were exposed to the campaign. Sales increased by 33% on 1 month.

The Situation
In France, every second, 2.7kg of the chocolate spread, Nutella, is eaten. 80% of French people do not buy anything else when they can’t get hold of Nutella. The brand notoriety rate is up to 98%.

The French consumer does not question the choice of Nutella. This is an established habit since childhood.

Furthermore, no other brand has managed to propose a real alternative to his favourite chocolate spread... until now.

1 year ago, OVOmaltine (Ovaltine) launched OVOmaltine CRUNCHY, a crunchy spread cream.

The Goal
OVOmaltine sought to double its market share in the next two years. To contribute to that, the PR campaign should encourage consumers of chocolate spread to try OVOmaltine CRUNCHY.

The campaign targeted young active adults between 18-35 years old.

5 criteria were determined to measure the efficiency of the campaign:

- The number of contacts, shares, discussions on Twitter and Facebook

- The increase in fan numbers on the OVOmaltine Facebook page

- The number and quality of blog posts

- The number and quality of clippings in on- and off-line media

- The sales of OVOmaltine CRUNCHY

The Strategy
We already knew that we were going to promote a high added value product that would keep its promise in terms of taste (chocolate and malt) and texture (crunchy).

We didn't need to convince consumers that the product was good, but just get them to try it.

For that we used a very French insight, leveraging what is, to French people, even more exciting than love: having a love affair.

The idea: portray Nutella as the boring regular partner and OVOmaltine CRUNCHY as the exciting lover.

Execution
A particularly daring press kit.

On the top of the box, a question playing on an infamous question once asked by a French journalist to the then prime minister, “Does tasting it mean being unfaithful?”

The Prime minister’s answer was, "No."

Inside the box, side by side, a Nutella jar, turning its back, and an OVOmaltine CRUNCHY jar with this simple sentence: "Just try it, whilst its back is turned", with a spoon next to it, representing a hotel room key.

The box was sent to a selection of influential bloggers in communication, media and cooking. In terms of media, we focused on political journalists who would see the link between the question asked to the prime minister and the journalists whose shows on TV and radio target young adults.

Documented Results
• An engagement rating of 56.5% with the number of facebook fans multiplied by 10 to reach 7,000 fans

• Almost 200,000 people exposed to the campaign on Twitter

• More than 28m people were exposed to the campaign

• More than 100 clippings (print, radio, blogs) and more than 2 minutes of exposure on the top music radio station in France (415,000 listeners for the show/day) and a famous pop rock radio station

• Sales have reached their highest rate with a 33% increase in 1 month

The success of the operation as to be considered with regard to the investment: 50 000 €