ProCook - Integrated Campaign
Services provided: Strategy, Creative Campaign, Organic Social, Creators Partnerships, Paid Media
Brief.
Launch the new Kitchen Favourites campaign fronted by BBC’s Matt Tebbutt across social channels Facebook, Instagram and Tiktok. Rework above-the-line creative to make it relevant for each social platform, to ensure cut through and engagement. In addition work alongside Matt Tebbutt to maximise the exposure and reach through a series of paid partnership Instagram campaigns
What We Did.
This brief wasn’t as simple as having a 15 second edit shot vertically for social - we needed to bring the story of the Kitchen Favourites campaign to life. Using the raw footage we identified four key stories that could be at the heart of the social campaign. The four stories gave the social users something different and were drip-fed throughout the six week campaign period, in the lead up to the core Black Friday trading period.
To create a cohesive approach, we also created four hero stories for Matt Tebbutt to post on his social channels as part of the paid partnership element of this campaign.
Finally, we aligned with relevant creators across TikTok and Instagram to create their own Kitchen Favourites using ProCook products to bolster the campaign further.
Results.
Delivered over 1 million organic impressions and a 3.27% engagement rate (including the most viewed piece of TikTok content on the ProCook relaunched TikTok channel). Social attributed conversions increased by 267% and revenue by 239% on the lead up to Black Friday (these results exclude the Black Friday trading weekend)