Everyone ignores social media ads right? Wrong.
We combatted one of our industry’s biggest challenges by hiding our super-rare and super-sought after White Creme Eggs in the last place you’d expect… other brands’ ads. We created the ultimate Easter eggs that got the nation to stop skipping and start searching for ads. As they re-wound, re-watched and scoured every square inch of them, we created a Creme Egg frenzy.
When you’re only on shelves for a few months of the year, generating sales quickly is crucial. Our Creme Egg Hunting Season campaign has been running since 2017, but to keep people engaged in 2019, we also needed to tackle a bigger industry issue.
We needed to create a campaign that drove desirability and urgency to purchase amongst an audience that is increasingly avoiding ads.
We created a new, limited edition product for fans to search for – the rare White Creme Egg.
Then, in a unique series of partnerships, we created the ultimate ‘Easter eggs’ by hiding our super-sought after eggs in other brands’ social ads.
We partnered with 16 household names such as Unilever, Heinz, Google, Honda and Benefit, and hid our delicious, gooey goodies in their ads and social content. Hints and signposts promoted across social formed the backbone of the campaign, with people returning to our channels to find the next clue. Once the eggs had been hunted down, they were snapped and uploaded at HuntTheWhiteCremeEgg.com, where people could discover whether they’d won a milk chocolate Creme Egg or a rare White Creme Egg.
We had 15.7 million completed video views across YouTube, Facebook and Twitter and a huge 35% VTR rate on our skippable YouTube ads. Not bad considering 90% of people usually skip this type of ad.
This engagement was the first step into a more involving multimedia experience – in total we hid 42 eggs, which were found a massive 760k times! They were hunted down in our partners’ ads, captured on people’s phones and uploaded to our site. Impressive, bearing in mind the depth of participation required.
Most importantly, sales for the UK’s biggest Easter brand increased by 9.9%.