Tru-Cape Fruit Marketing briefed Red Cherry Media on an overall digital campaign in order to increase online brand presence within their existing social media space.
The strategy includes a Facebook page overhaul and selfie competition, coupled by online banner advertising, in turn promoting the competition.
Consumers are encouraged to upload a selfie with their favourite Tru-Cape fruit in a Food Lover's Market to their Facebook page. The five best selfies, according to votes received on the Facebook application, would each win one of five iPads.
To date, the page has grown from 2500 likes to just over 8900 within the first two weeks of the campaign with reach and engagement rates shooting through the roof.
Red Cherry is excited about the results so far, and we anticipate even more interest in the campaign providing great return on investment for Tru-Cape over the last two weeks of the campaign.
According to Tru-Cape Marketing Director Conrad Fick, the campaign aims to drive sales of apples and pears and grow the brands social-media footprint, asks customers to upload their in-store selfie to the Tru-Cape Facebook page and then to share it to encourage votes.
"With five Apple Air 2 64 gig iPads as prizes, we expect a strong uptake with a mechanism that gets people to share the selfie within their social media networks. Tru-Cape is already using Facebook to engage with customers and to respond to queries but our strategy with this campaign is to not only drive traffic into the stores but to also increase our Facebook engagement. Millennials tend to be young parents so we hope that the excitement associated with our Kidz Campaign to increase fruit consumption among children, will succeed in engaging child and parent alike," he says.
"What's also notable about this campaign is that in addition to television advertising and in-store branding, we're promoting this online as a testing ground for future promotional spend," he ends.
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