Building a narrative for owning the luxury crisps market.
Authentically showcasing the craft and care that goes into making bloody great tasting Pipers Crisps.
In an increasingly challenging and crowded market, it's essential to connect with consumers in ways that make them invest in your brand emotionally. We aligned this with what's important to Pipers as a brand, with two main objectives: 1. Push authenticity to consumers through owning provenance. 2. Increase followership & social engagements.
Our five week strategy.
Firstly, we made sure our creative focus aligned with Pipers' core values: partners, provenance and being proud. Then we set about building original creatives and illustrations to suit, ensuring we were able to communicate and engage with the existing audience accordingly. In order to reach a wider target audience, we amplified the message through an underlying paid campaign, allowing us to further build the community.
Delivering the Pipers provenance message and growing the community by 18%
We hit the initial goal of pushing the Pipers provenance message out to 500,000 highly targeted consumers after just two weeks, so we doubled the goal to 1 million, which was achieved just two weeks later. We also set out to grow the community through an incentivised competition, which resulted in 18% organic community growth over the five-week campaign.
01.7m
We designed, created and posted out a suite of 91 assets across the campaign, generating over 1.7 million impressions.
045k
Whilst the content was viewed several million times, over 45,000 people chose to engage with the content.
Changing consumers buying behaviour and awareness around luxury crisps.
Monthly results.
2.6K average monthly followership, 88.5K social engagements. 3.5k% increase in paid media activity
Ready to level up your brand?
Get in touch with our team for support on your next project or campaign. You can book a consultation with our creative department here: enquiries@paradise.london