Launch a new product
Research showed that targeting fans of the core fab® range would drive incremental sales of fab® Minis. Finn wanted to develop a creatively impactful campaign to generate awareness of the new range and activate the existing fan base to spread the word. The strategy required a single creative idea to work across four channels (digital, social, PR and retailer 6-sheet advertising).
R&R Ice Cream, makers of fab®, the nation’s number one ice lolly, challenged Finn to drive incremental sales value through the launch of fab® Minis in a crowded competitive space with limited above-the-line activity.
Taking inspiration from the fun, mini product format, Finn commissioned Peel, manufacturer of the world’s smallest car to develop The World’s Smallest Ice Cream Van, which came equipped with a built-in freezer and was styled like a fab® ice lolly, topped with sprinkles. The World’s Smallest Ice Cream Van was launched to media via a viral video, which was teased on Tesco’s Facebook page then shared online through a bespoke microsite, myfabland.co.uk, reaching more than 2.2m consumers. Developing the idea further, Finn’s creative team worked with a partner agency to produce 6-sheet ads to amplify the launch and experiential activity at high footfall family events such as the Great Yorkshire Show, putting the product directly into consumers’ hands. The World’s Smallest Ice Cream Van also provided a platform for consumer media product drops, a photostunt, which was picked up by The Sun and social media buzz, which pushed Facebook likes to over 50,000. Ongoing social content during peak purchasing season drove engagement online throughout the peak-purchasing season.
We recognised that with a truly engaging idea and the right execution, an idea can spread far and wide and Finn’s campaign did just that. The campaign drove high levels of word of mouth about the fab® Minis brand, while the focused content strategy drove high levels of engagement among our community on social media.
Online campaign reached 3.75m of fab’s® target audience
16,000 people engaged with online campaign via social media platforms
1,200% increase in website traffic in one month (from 1,900 to 27,000 visits)
94% of website traffic had never visited fab® website before, so brand new online wins
2.2m consumers reached via viral video, The World’s Smallest Ice Cream Van
£2m sales generated for the brand
£3.3m Retail Sales Value, with 83% incremental to the fab® Minis range
National coverage in Daily Mirror, The Times, and Daily Star
Over 5,100 competition entries and over 2,200 new sign ups to email database at conversion rates of 44%
PR coverage around fab® Mini summer survey delivered 5.6m OTS (opportunities to see)
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