Bringing Back Challenges
Flaming Grill
36% ahead of like-for-like sales growth target
6.6k organic engagements across facebook and instagram
The Challenge
To relaunch the famous Flaming Grill challenges through an omnichannel campaign, with the primary goal of improving brand awareness for long-term consideration, using the challenges as a USP to engage customer wants and needs in a saturated market.
The Idea
We brought together the digital team in one brainstorm to ensure social, PR, web and CRM were working seamlessly to launch a fully integrated campaign for the biggest impact.
As the project’s creative lead, we devised a multi-channel campaign, designed to create excitement and anticipation (and maybe just a bit of controversy!) around the launch of challenges.
Steering away from the calorie and timed challenge messages, we leant into the spicy dish on the challenge menu. The campaign narrative followed a rogue social media admin going against their boss’s wishes to launch a ‘campaign’ to bring back the challenges, complete with leaked memos and an official ‘petition’.
Designed to stir the pot on social and drive audience engagement in the run up to launch, it culminated with the boss ‘going on holiday’, and the social media admin bringing the challenges back (for a limited time only).
The Results
Most notably, the campaign exceeded like-for-like sales growth target by 36%, with a 6.8% increase vs last September across the five weeks the campaign was live.
Other strong results included:
- 486k organic reach across Facebook and Instagram
- 15% uplift in Facebook reach vs pre-launch
- 58% increase in Facebook profile visits vs pre-launch
- 6.6k organic engagements across Facebook and Instagram
- 12% increase for Flaming Grill Brand Buzz tracking (provided by YouGov)
- 84% increase in Google Search demand for Flaming Grill during campaign period vs five weeks pre-campaign
- The challenges launch email was the best-performing campaign of the year, delivering 33.3k clicks and 6.2% CTR
84%increase in google search demand
12%INCREASE FOR fLAMING gRILL BRAND BUZZ TRACKING