WASH & GO Social Media Campaign
Eighties megabrand Wash & Go needed to create awareness after a period of marketing underinvestment. With a limited budget, they turned to FKC to revive interest through a disruptive approach.
FKC produced a series of 12 short films starring ex footballer and TV pundit Robbie Savage. Shot in a mockumentary style, the films followed Robbie’s story after he decided to get into the hairdressing business. Wash & Go were subtly included as the sponsors of his salon ‘Savage Cuts’.
Robbie Savage Twitter Impressions: 2,122,981
Free Social Influencer Impressions: 3,395,192
Total Campaign Impressions: 15,028,556
Brew Teamwork: FKC, Advant, Moving Millions
MoneyGram asked &You to gather insights into 7 key international corridors. To understand money transfer habits and the motivations and reasons behind different groups’ money transfers. We were supplied 2.7m customer records back to 2009 and were asked to answer 4 questions:
- How do customers transact with us?
- Who are our customers?
- What is the UK profile for Money Transfers?
- How do they think, feel & react to us?
&You employed a mapping tool to identify the type of geo-demographic postcode areas that are MG strongholds. Data profiling allowed them to carry out detailed segmentation and recognize core demographics.
They then used an online survey to identify profiles of new audiences and to understand motivations and finally focus groups identified the key brand and product propositions which led to a series of tube panel advertisements created by FKC.
Data mapping led to improved targeting for media spend in areas rich in customers (OOH, TCP, DM, Email, Social). &You were able to enrich the database to optimize CRM marketing costs. Similarly, road testing messaging and channel in the research panels meant we were able to deliver stand out messaging which developed into FKC’s creative for Outdoor, Tube Car Panels, Door Drops, Email & Social.
The campaign resulted in an uplift in transfers across the target areas and improved future communications.
Brew Teamwork: &You London, FKC
TUNISIA TOURISM BOARD
Many in the travel industry wondered if Tunisia could ever reclaim
its position as one of the Mediterranean’s favourite holiday destinations for UK travellers. After FKC re-launched the destination with a family-friendly campaign and an inspiring 60 second film, shot and edited by Moving Millions, the answer was a resounding yes!
The campaign, aimed at the UK, Sweden and Denmark, saw arrival figures immediately take off, with tour operators adding extra capacity to meet the increased demand. As the ads say “It’s time for Tunisia!”
FKC and Advant Technology also delivered the video content across Facebook, YouTube and games on mobile devices. To further increase
bookings, they also ran programmatic display and native ads to drive awareness across premium sites. Feedback after the campaign revealed that the in-game video ads engaged more viewers at less cost – giving the biggest bang pound for pound.
Concord Media pushed out the campaign through out of home poster sites. This combined effort by BREW companies helped to increase visitor numbers from the UK to Tunisia by over 350% during 2018.
Brew Teamwork: FKC, Advant Technologies, Concord, Moving Millions
FKC produced completely integrated campaigns for Papa John’s including TV, radio, direct mail, OOH, email and experiential. FKC launched the highly successful ‘Papa’s Quality Guarantee’ campaign. Within 30 seconds of the TV commercial being aired, visitors to the Papa John’s website more than quadrupled. The campaign saw like-for-like sales up by 5 times the category average and awareness more than double*.
FKC also brought in &You to assist Papa John’s with their data targeting. PJ’s had 300+ franchisees with disparate data sets and therefore were running inefficient marketing programmes.
&You connected the data streams to transform 23m transactions into a 2.5m single customer view database that drove direct mail, email and SMS and provided an accurate performance reporting platform.
The SCV database allowed targeted, optimised local store marketing and allowed head office the control to manage efficiencies across the estate.
&You’s profiling and mapping tools were also utilised to identify new store sites and hot postcodes for door drop and outdoor marketing.
This proved the validity of a direct marketing channel, delivering average responses rates of 14% and increased average order value across the estate.
Brew Teamwork: FKC, &You