Case Study:Charlie’s raisies its profile with free smoothies
Juice Brand Charlie’s launched a campaign to promote its new range of smoothies. Created by advertising agency Hunter – businesses joined the brand’s Facebook page and posted a message to receive free drinks delivered to their workplace. The campaign was supported by YouTube video and social media.
The Case Study:
Melbourne’s streets were abuzz earlier this month as giant fruits delivered free Charlie’s Honest Quenchers and Smoothies to more than 3,800 thirsty workers across the CBD.
Premium juice brand Charlie’s undertook a promotional blitz to celebrate the ranging of their Honest drinks at Coles supermarkets nationally.
The free drinks were delivered to workers across the CBD who joined the Facebook group (facebook.com/charliesdrinks) and posted their request, or those who tweeted to Charlie’s account (twitter.com/ charliesdrinks). Delivery teams comprising mascots dressed in giant fruit and bottle suits then swung into action and delivered the juice to the thirsty workers. The mascots caused quite a stir throughout the week, significantly raising awareness of Charlie’s range of Honest drinks.
“It was ripper of a campaign,” Charlie’s Marketing Manager Ron Curteis said. “The campaign definitely raised Charlie’s profile across the Melbourne CBD. It’s pretty hard to avoid giant fruits and bottles walking down the street.”
Hunter, the agency behind the campaign, was charged with the task of raising the profile of the established New Zealand brand, who also own the Phoenix Organics label and has been slowly building its presence in Australia since 2008. Charlie’s was founded in 1999 and is the third largest drinks company in New Zealand.
Hunter Managing Director, Simon Hakim, said the campaign had been a huge success, having an impact both on the streets of Melbourne’s CBD and the social media space.
“We made a big impact on Facebook and Twitter, paving the way for further engagement through these channels,” Hakim said.
Throughout the week, photos and videos of the deliveries were uploaded to the Charlie’s Facebook page and YouTube, then shared via Twitter.
Users of these services also joined in, uploading and sharing their own documentation of the deliveries. Feedback was unanimously positive
The campaign had significant reach across over the course of the week:
7,335 people reached in the last 50 tweets. retweets and @mentions
(288 tweets across the entire campaign)
116 requested deliveries
Approximately 800 people directly receiving a Charlie’s Quencher or Smoothie from these deliveries Approximately 3,800 bottles sampled across the Melbourne CBD and surrounding areas 2,700 Facebook page views in the last week Estimated reach on Facebook via sharing, tagging and news feed status is a further 5,000 people
The campaign has been so successful, the mascots will be making an appearance in Auckland next month.
Source: Hunter press release
I don’t get it. There are over 4 million people in Melbourne and this stunt has reached less than 1%. What is so successful and exciting!
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Sometimes it’s not about how many people were reached. Looking at the Facebook and Twitter it seems people are pretty happy with it all. So I guess that’s what really counts.
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