Jacob's BiscuitsJim Figgerty
The problem: Figrolls, tasty biscuits, but sales dropped. After a focus group we learnt the key demographic had shifted to a younger audience: men 17-25.
The Idea: Create a social-only campaign (where the demographic is) to increase awareness & bring back Jim Figgerty (nostalgia), a fictional character who was the guardian of the secret recipe.
Execution:
Jim announces his retirement via a video on Facebook with PR support.
He’s leaving his secret of how he puts the figs in the figrolls in a suitcase at a top-secret location & there’s a prize up for grabs!
Across two weeks, he shares daily clues hinting at where players can find the suitcase.
The winner will win the secret & an all-expenses paid holiday to Dubai.
KPI’s:
Facebook Fans: +500
Engagement rate: 10%
Twitter followers: +250
Entries: 600
FYI: Jacob’s Biscuits is a stand-alone Irish heritage brand, in no way related to Jacob’s Biscuits, the cream cracker etc.
Results:
Facebook Fans: 237
Engagement rate: 63%
Twitter followers: 159
Entries: 944
National Biscuit Day
Outline:
National days can be cringeworthy, but not when they’re brand-relevant. National Biscuit Day 🤝 Jacob’s Biscuits!
Idea:
Celebrate National Biscuit Day 29th of May 2015.
Execution:
For 12 hours, we hosted a party on Facebook all organic, no boosting.
Recipe ideas, meme’s, reactive content &competitions were the stars of the day.
KPI’s:
Facebook Fans: +200
Engagement rate: 3%
Results:
Facebook Fans: +437
Engagement rate: 12.65%
As amazing as the above stats are. The real win was when fans began sharing memories of Jacob’s, tins turning into haberdashery storage boxes to the fight for the favourite biscuit.
This day showed how loved the Jacob’s brand was.
