Oven Pride- #ProudAtPride
Renowned for its cleaning power and eye-catching packaging, we asked our client, Oven Pride, to put us to the test; conceive and roll out a comms campaign aimed to drive penetration amongst the young LGBTI community- a previously unexplored market.
Rather than our client tasking us with a new campaign, we instead asked Oven Pride to challenge us to come up with a stand-out comms push that would serve to target a previously untapped market in the LGBTI community.
In order to do this, we needed a concept that was at once eye catching and functional- taking inspiration from the product’s striking packaging and excellent reputation for performance.
Strategy & Plan
*Using client and market data between 2014 and 2016 we concluded that an emergent younger audience was being ignored- those in transient living arrangements, for example tenants who frequently change address and needed to clean their home, including ovens, more frequently
*We needed to place the Oven Pride product in the hands of this demographic, whose social feeds are already filled with brand noise, and understood the best way to do this was through a ‘for the good’ approach.
*A key influencer was needed, so we signed up Kim Woodburn, a recognised cleaning expert from the TV show ‘How Clean Is Your House’, with a larger than life public persona, who would appeal to the new audience without alienating the established customer base.
*A major LGBTI event would provide the ideal tie-in, so we played on the brand name and created #ProudAtPride, linking to one of the UK’s largest Pride events, Manchester Pride 2016.
*Kim featured in all online communications, including fan acquisition ads that ran as part of the day-to-day Oven Pride Facebook activity.
*Manchester Pride 2016 was tagged in all posts, with special ‘countdown content’ used on the day of the event, letting fans know when they would have the chance to meet Kim.
*Fans were set a challenge of scrubbing gold paint off their ovens using Oven Pride, demonstrating the power of the product and giving us excellent live stream content, boosting organic reach through the use of Facebook Live.
*We offered all participants branded t-shirts and tote bags to carry their belongings in during the Pride celebrations, giving even more exposure to the brand name.
Measurement & Evaluation
We wanted to demonstrate the effectiveness of our campaign through a year-on-year analysis, for the period 24th – 31st August 2016, pledging to:
*Double Facebook post engagements
*Treble Facebook post reach
*Maintain Facebook engagement rate
*Double tweet engagements
*Treble tweet reach
*Maintain tweet engagement rate
We also pledged to increase web traffic from social, knowing that users arriving on the Oven Pride site are likely to watch the brand’s how-to instruction videos, leading to their buy-in. This included:
*Treble social referrals to the Oven Pride website
In order to deliver 360-degree results, we also promised:
*Media coverage with a circulation of 1,000,000
*Data capture of 200 active users for onwards marketing
We surpassed all KPIs for the campaign, with stand out results including:
- Double Facebook engagement – 5,378 2016 vs. 148 2015 = 3,533.8% uplift
- Treble Facebook post reach – 241,054 2016 vs. 9,925 2015 = 2,328.8% uplift
- Maintain Facebook engagement rate – 2.2% 2016 vs. 1.5% 2015 = outright increase of 0.7% and uplift of 46.7%
- Double tweet engagements – 1,535 2016 vs. 35 2015 = 4,285.7% uplift
- Treble tweet reach – 28,572 2016 vs. 4,735 2015 = 503.2% uplift
- Maintain tweet engagement rate – 5.4% 2016 vs. 0.7% 2015 = outright increase of 4.7% and uplift of 671.4%