In 2015 Vegeta Australia engaged Adcorp to create an engaging multi-channel digital campaign to promote the range of Vegeta powder stock products to the Australian market.
Vegeta Australia’s goal was to provide innovative culinary experiences and healthy living solutions for Australians. The campaign used the best solutions from modem digital communication and mixed them with great ideas, and of course, good old fashioned word of mouth.
A key element from the strategy was to position Vegeta as “The secret ingredient” for improving any meal, and visually referencing nostalgia of Vegeta’s European origins of family memories around the dinner table.
Important to the overall campaign was highlighting Vegeta’s key benefits over competing liquid stocks. A series of online video recipes were created, with Australian TV soap star Dan Paris cooking modern contemporary meals and bringing flavour to life with the help of Vegeta. Dan confesses in the campaign that he's would not call himself a ”celebrity chef” but demonstrates that anyone can create a great tasting meal with the assistance of Vegeta.
Adcorp's approach was to use a range of digital channels, telling unique stories in each one. Adcorp developed a landing page which was the portal for a multi-channel media campaign incorporating digital network banners (include polite pre-roll videos to showcase recipe videos), video recipe production with celebrity endorsement, two competitions (one attached to the display network advertising and one social based competition) and social media strategy & execution.
- Promotional Vegeta Landing Page provides the portal for the multimedia channels.
- Video production for recipes with delivery on Youtube starring brand ambassador Dan Paris (Australian TV soap celebrity - Neighbours).
- Digital Network Banners: Two concepts on standard display & rich media/video based. Delivered on Exponential, Sparc Media and Google Adwords.
- Facebook Setup, Strategy and Management over 3 month campaign (May 1 – July 31 2015)
- Facebook Ad Campaign and Competition Design, Setup and Strategy
- Advertising for Australia’s two largest consumer facing supermarket e-magazines (Coles and Woolworths)
These Multi-channel media elements combine to create a multi-faceted user experience with the Vegeta brand.
The collective combination across multiple digital channels achieved record responses for the Vegeta Australia brand. Impressions and click levels have exceeded expectations and generated extensive brand awareness and interaction with customers in the online space.
- 1,416,470 Total campaign reach
- 30,338,306 total display network ad impressions
- 1,121,761 Bonus impressions and 21,851 clicks delivered above guaranteed benchmark
- Exceeded projected landing page visits
- Exceeded projected Youtube impressions with 1.7 total video impressions and 72,511 video views
- Delivered ROI on Vegeta Stock trackable through the 'Win A Trip To Coatia' Competition
- Delivered national brand awareness through Digital Network Banner campaign
- Delivered Facebook community strategy and growth from zero to 2700+ followers
- Landing Page: 66,912 visits
- Adwords: 3.7 million impressions with 101,335 clicks with a 2.73% CTR (well above industry standard)
- Youtube: 72,511 video views with 1.7 million page impressions.
- Facebook: Total reach of 2,648,301 with 51,579 total engagements and 2,716 page likes.
- Facebook Promoted Posts – 526,620 total reach with 39,699 Engagements.
- Facebook Social Competition: 8,900 views with 70+ entries and 4,300 recorded votes.
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