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Challenge

Creating Hans Smallgoods first end-to-end digital content marketing campaign to increase brand awareness for its Oliving range. Increase brand awareness about this healthier meat product among grocery buyers in Australia and to increase sales.

 

Solution

  • A multifaceted digital and content marketing strategy, involving Bec and Lleyton Hewitt as ambassadors.
  • Established a Mediterranean-themed campaign that showcased the benefits of olive oil and a Mediterranean lifestyle.
  • Created a content hub ’Oliving the life’ to host recipes, videos, blogs and tips and tricks.
  • Established a social media strategy with social video at the forefront.
  • Established a native advertising strategy to seed content to relevant audiences and nurture through retargeting; employed Plista, Unruly, influencers, publisher networks and social channels, Facebook and Instagram.

 

Results

Between 20 January and 30 June the following results were achieved:

  • Reached more than 6 million Australians and was engaged by 2.6 million targeted users.
  • Generated 1.78 million Facebook video views – 198% more than the projected figure.
  • Produced more than 93K engagements (likes, comments shares).
  • Average time on site was 1min 21sec, with a bounce rate of 34%.
  • Created a retargeting pool of 924,000 of engaged users who can be retargeted in the near future.