Weet-Bix eyes more social media competitions after surprise success of Messy Kids search

weet-bix messy kid searchWeet-Bix will push more of its budget towards social media after the surprise success of a campaign asking people to post photos of their messy kids.

Brand manager for the Sanitarium product Alex Garas told Mumbrella that while TV will remain an important part of the media mix, the engagement created by the competition created had opened his eyes to the potential for more social media driven campaigns.

“We have been amazed at the response,” said Garas. “The one thing we are trying to do is to put the brand in places that are more relevant to people. We want to do more digital and social, and less presenting presenting people with messages and create more engagement.”

Weet-Bix launched the social media driven campaign using Facebook as the launchpad to gain traction, running a competition through the month of November and attracting more than 3,000 entries.

Comedian Em Rusciano launched the effort asking for parents to share the filthy photos with their friends and get votes, with the winner landing a $4,000 Yellow Brick Road Trust account.

The launch video reached more than 143,000 people and the subsequent entries attracted more than 20,000 votes.

Other engaged influencers included Mum’s Grapevine, Mouth of Mums, Paging Fun Mums, Mum Central, Stay at Home Mum and Kidspot.

Garas told Mumbrella the campaign, devised by Soap Creative and supported by Connect PR, had been a revelation in terms of the level of engagement it had created with entrants.

Weet-Bix messy KidsGaras said that the campaign had been an experiment for the brand in the digital space and that more would be coming from Weet-Bix over the next 12 months.

With privacy and hacking a paramount concern for brands, he said that Weet-Bix had taken particular care protecting the security and integrity of the system as the brand was asking for people to share photos of their children.

However, the high level of trust people have in the Weet-Bix brand meant they were willing to share their family photos.

The brand is also about to embark on its first publishing venture with a downloadable Weet-Bix cookbook to be released in the coming weeks.

Another social media project is its “Trick Shots” campaign which features Socceroo Tim Cahill, which is also in launch phase.

“This has validated social for us, but we will always put ads on TV,” said Garas.

Simon Canning


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