CAMPAIGN OVERVIEW
Good-Loop helped Birds Eye promote their Steam Fresh range and spread their message to encourage the nation to eat 'in full colour' by targeting all individuals aged 18+ (ABC1) in UK&I including parents of younger children.
GOOD-LOOP STRATEGY
Good-Loop recommended Birds Eye target Foodie audiences, specifically, by combining data derived from our social listening tools in order to reach those interested in Quality Education/Healthy Eating & Wellness/Mental Health.
CAMPAIGN OPTIMISATION
Delivery of the campaign was on reputable websites which were of relevance to the target audience -- (Examples: Mirror, Digital Spy, CityAM, Variety, Metro, Timeout); which ensured a premium & brand safe viewing environment. The campaign maintained a consistently strong video completion rate, optimised to desktop/laptop users.
2.5x more effective
Result: amongst 18-34's, the ad was 2.5x more effective than a standard ad at improving purchase intent
77% OF RESPONDENTS FELT MORE POSITIVE ABOUT THE BRAND
Result: 77% of respondents to the Brand Survey said that the campaign made them feel more positive towards the Birds Eye brand (88% of 18-34 year old respondents).
83% OF RESPONDENTS FELT POSITIVELY ABOUT THE GOOD-LOOP CAMPAIGN
Result: 83% of respondents described it as 'a great way of raising money for good causes' (91% of 18-34 year old respondents).
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