F&P's SilverChefs

15th Mar, 2013

THE BRIEF

To engage with netball fans through-out NZ through virtual and physical experiences in order to increase brand preference, total awareness and Facebook fan-base.

OUR GOAL

Increase positive brand perception towards F&P 

Double the F&P Facebook fanbase

imagine... an online cooking series featuring New Zealand's best loved chefs and sports stars...

THE CAMPAIGN

The SilverChefs campaign used a combination of brand experiences & social media activations to touch consumers through channels that are meaningful and relevant to them in a way that creates positive association with F&P.

The campaign kicked off with the Silver Fern’s own competition pitting high profile Silver Ferns against one another in a series of recipes. All experiences and brand touch-points carry the tag-line “Brought to you by Fisher & Paykel Cookware” ensuring a top of mind experience for fans and users.

This campaign ran from September to November 2012 and utilised the existing Facebook page. The campaign’s functionality housed in a Facebook application.  It allowed a high level of interaction and incentive,  with the ability to view the high-quality video content and ‘like’, ‘send’, ‘comment’ and finally vote. Users were also sent cash back vouchers after registering to help drive change of the consideration of the client.

Connectivity with Netball NZ allowed us to leverage their fan bases to extend the reach of the campaign Facebook Promoted Posts extended the reach of the campaign, targeting friends of fans.

THE LOWDOWN

Campaign strategy, conversation planning & Social Media management, Facebook Application development

HIGHLIGHTS

83.7% of surveyed participants indicated a positive perception / feeling toward F&P

489,883 people reached

3,704 new Facebook likes {150% growth}

06:13 average time on page (in Facebook app)