The Strategy
Inspire brand love & product advocacy by creating an emotional connection between the Snackimals characters and Facebook connected Moms (with kids 12 and under) via gamified mobile experiences that influence purchase intent and translate into product affinity.
The Execution
Name A Snackimal Contest
Launch a contest that maximizes Mom’s natural online behaviors and allows her/her kids to help “Name the Snackimal”.
This program was designed to create excitement and engagement as Moms are offered the incentive of a free Snackimal Dash app download, and ability to win other great prizes.
The contest was activated online via Facebook and tapped into borrowed equity of popular Mom Bloggers to create brand trust and inspire in-store purchase.
Awards
Best Food Industry Mobile App
October 2013
Babara’s Bakery Snackimal Dash App
Social Media & Mobile App
Results
Name A Snackimal reached our target audience of more than 2.7MM unique users while delivering 37MM impressions and more than 23k clicks.
72% of clickers took action such as shares, likes, or comments on Facebook page or post
Campaign converted 25% of all unique clicks to Fans delivering 4,800 new ‘Likes’ at an average of ~$1.50 each.
Averaged a highly efficient CPM of $0.42 and $0.69 CPC
A total of 14k individuals engaged with ads/posts while the average user was exposed to NAS ads/posts 14 times