FULFIL | Fuel your funday
We launched FULFIL in the Australian market with two influencer-led campaigns to drive brand engagement
CHALLENGE: BUILD BRAND AWARENESS OF FULFIL PROTEIN BARS IN AUSTRALIA
Fulfil leads the protein bar and health space in Ireland and Europe with a large loyal following. They have also cemented themselves as the top 4 most recognisable brands in Europe. Fulfil wanted to launch and expand product awareness into the Australian market.
SOLUTION: TWO ENGAGING INFLUENCER ACTIVATIONS CHALLENGING AUSTRALIANS TO FULFIL AN ACTIVE SUMMER AND SHARE WHAT FUELS THEIR ‘FUNDAY’
In phase 1 we engaged four Australian influencers from unique spaces that resonate with the Australian Fulfiler audience – fitness, elite sprinting, pro surfing and professional athletics, to lead the conversation in the Australian market.
We kickstarted a community-led competition to drive a snowball effect of awareness and conversation, challenging Australia to share what fuels their ‘funday’. To amplify conversation, we spotlighted each influencer's action-packed funday activity as fuelled by Fulfil and captured these moments in a hype reel to launch the competition to an always outdoors Aussie market.
For our second wave of activity, we wanted to reach a wider pool of audiences and continue driving awareness for FULFIL in the market. We jumped on trends associated with an Aussie summer – adventures, outdoors and all that comes with it. We leveraged our best performing channels and content types and challenged our growing fan base to share their top tips on fulfilling their summer.
Our lead influencers from phase 1 were accompanied by some new faces to lead to conversation. They shared their own anecdotes in the form of engaging content and challenged the audience to do the same. The audience got involved, sharing their favourite summer activities in the form of post engagements and UGC which drove a snowball of natural engagement.
IMPACT: WE INSPIRED AUDIENCES TO ENGAGE WITH THE BRAND THROUGH STORYTELLING AND CHALLENGES FUELLED BY FULFIL
The campaign spotlighted FULFIL into the AU market in an organic way, resonating with our target audiences:
- 439k local reach
- 5k clicks to website with a 0.2% CTR
- 8% average engagement rate