Olive Pride’s Secret Ingredient competition, which offered consumers the opportunity to win R75 000 worth of prizes from 14 September to 6 December last year, was a great success. Based around a weekly SMS competition, consumers could win weekly hampers consisting of shopping vouchers and product hampers.
Says Marisa Maccaferri, Marketing Manager of Olive Pride: “The campaign ran for 12 weeks and was promoted both instore with posters and neck tags, and online with advertising banners, social media and blog posts. Our aim was to drive product awareness and sales, build a solid media fan base as well as consumer database. The results were outstanding!”
According to Maccaferri, Facebook was a key platform for spreading awareness with weekly winners announced on the page. “We had more than 10 000 fans by the end of the campaign and grew by 9 892 likes, an average of 94 likes per day. We achieved fantastic reach and engagement results.”
As well as using Twitter to spread word of the campaign, Olive Pride hosted a weekly #Olivetrivea competition, where an olive-relted question was asked and followers were encouraged to participate by answering the question as creatively as possible. ”This not only increased the amount of followers, but greatly increased user engagement. We partnered with influential food blogger Katelyn Williams of The Kate Tin , who created an Olive Pride based recipe, posted it on her blog and shared it on Facebook and Twitter. This Facebook post reached 5 671 page views. We also aligned with Food24 and Women24 for more impact,” Maccaferri adds.
Olive Pride worked closely with Cape Town digital advertising agency, Village Bicycle. Says Maccaferri: “Village Bicycle made the campaign come to life. They offer a wide array of digital services for an ever-evolving landscape and are an incredible team to work with.”
Maccaferri concludes: “The Secret Ingredient campaign succeeded in exceeding all its KPI’s and had been a great tool in building an online identity for Olive Pride and increasing consumer interaction. It also supported retailers that are an integral part of the success of our product range. Due to the momentum created, we now have a strong fan-base who is eager to be involved in whatever campaign Olive Pride runs next!”