McVitie’s | McVitie’s Creations
To celebrate National Biscuit Week, we ran a week long social campaign asking social media users to come up with their dream McVitie’s Creation. The winning creator won a year’s supply of biscuits, as well as their creation being turned into a recipe video for everyone to try at home.
Our objective was to take ownership of National Biscuit Day, and use the universal holiday to leverage the McVitie’s brand, build brand affinity and gain exposure.
- Users could comment on any of our corresponding social media posts on Facebook or Instagram with their unique idea, for a chance to win a year’s supply of McVities to share with family and friends.
- We used several ‘call out’ posts for creations and also created graphics from user generated content to increase reach and engagement for the competition.
- Furthermore, we used social channels to promote in-store activity on the weekends of May 25/26 and June ½ by targeting ads to individuals within the vicinity of the in-store promo.
Using both organic content, as well as strategic paid social targeting on Instagram and Facebook, the campaign generated a whopping 1,000 entries and approximately 700K impressions.