To reinvigorate sales of the nostalgic Camp Coffee brand, letting customers know of a change in packaging, repositioning it as a baking ingredient and aiming the product at a younger market.
Working closely with the client, we developed a strategic, integrated campaign that was split into two main stages, with decisions based on insight and customer profiling.
Launched in early 2016, the first phase concentrated on utilising appropriate touch points to reassure current buyers of Camp Coffee that the product they know and love is here to stay, it is merely the bottle that is changing – an important sales message as not to alienate users. This stage involved a number of different specialisms including design (both print and digital), photography, video production and media buying in a range of high profile consumer titles. This first stage has been a fantastic success, with the launch video receiving over 95,000 views on Facebook and sales into multiples up by 8% yoy.
We now move onto the second part of the campaign which involves targeting a younger market but most importantly, looks long term, and makes Camp Coffee relevant to their lifestyle by aligning the product with baking. The plan focusses on using the power of social media, specifically Facebook, to amplify our message and engage with the market on a daily basis. Alongside this we have also successfully activated a well-thought out and cost effective Google Ad Words plan which now accounts for over 25% of web traffic to www.campcoffeeclub.co.uk. The campaign continues and will soon feature a viral video, an original idea that we have scripted and casted for – keep your eye’s peeled for this!
The Campaign & Results
The results of the campaign really speak for themselves. Some snippets below…
- Total opportunities to see of the campaign to date is well over 3 million
- The first video has received over 95,000 views on Facebook alone
- Over 2,000 followers on Facebook achieved in just 3 months
- Sales of Camp Coffee up 8% yoy into multiples