Pot Noodle Promo POT NOODLE DIGITAL by Billington Cartmell

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POT NOODLE DIGITAL

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Industry Pasta
Media Promo & PR
Market United Kingdom
Agency Billington Cartmell
Released October 2011

Credits & Description

Category: Food and Non-Alcholic Drinks
Advertiser: UNILEVER
Product/Service: POT NOODLE
Agency: BILLINGTON CARTMELL
Brand Manager: Kate Mitchell (Unilever UK)
Senior Account Manager: Amy Walford (Billington Cartmell)
Account Director: Alex Michael (Billington Cartmell)
Media placement: Digital Display - YouTube - 17th October 2011
Media placement: Media Placement - Joost, Facebook Video Ads, Facebook Sposored Stories, Mobsta UK, Tribal Fusion UK, 02, Blyk, - 17th October 2011
Media placement: Facebook - Facebook.com/potnoodle - 17th October 2011

Describe the objective of the promotion.
In a highly competitive UK snacks category, Pot Noodle was in danger of losing relevance amongst its youth target audience. To address this, the brand rebalanced its media footprint & focused more on digital rather than historic bursts of tactical TV advertising. Key to this was creating something to set up a new positioning & facilitate on-going dialogue.

The launch campaign ran across a variety of online & mobile media including various formats across the Sony PlayStation platform, in-game advertising, mobile platforms & VOD with the video assets being syndicated across youth focused video environments & social media environments.

Describe how the promotion developed from concept to implementation.
Pot Noodle offers an antidote to life’s difficult choices and exertions making lives easier… After all, why try harder?

We founded ‘Easy Street’ an online destination representing a mindset our consumers could identify with.

75- and 30-second launch ads tracked a lad’s ‘day on Easy Street’ where things like scoring goals, hot girls and noodles come easy. A Facebook app let fans test their easy skills to win ‘a year on Easy Street’, plus daily prizes.

We ran targeted digital placements like YouTube promoted videos & pre-rolls, Facebook video ads, mobile proximity messaging, in-game advertising, PC gaming sites and more.

Explain why the method of promotion was most relevant to the product or service.
The ambition is to make Pot Noodle the standout food brand in youth marketing, and to achieve this we have to ensure that everything we do creatively maximises word-of-mouth and brand interaction.

Facebook is the Pot Noodle ‘hub’, and gave us a direct link to consumers, through which we could share our new ‘Easy Street’ platform and let them help shape future campaigns. As the product itself is a convenience snack widely available from local shops around the UK – the immediacy of social networks lets us keep topical and relevant to our youth audience, driving sales and equity.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Marketing Objectives:
Over 97k new Facebook fans (Oct 17th – 31st Dec 2011)

Consistently saw 4-5% of fans ‘talking about’ PN on Facebook

Nearly 70% monthly engaged users with page

Over 430,000 YouTube views of the launch video A

Over 18,000 entries into our Facebook competition

From total entries received, 14.96% created a Facebook share story (additional earned media reach of c. 350k alone)

113million+ in-game impressions on PlayStation platform

100k+ downloads of Pot Noodle PlayStation Avatar

Display media (online and mobile) provided over 90 million impressions with average CTR of 0.27%