Social Strategy and Execution
Bringing Animal alive and into timelines
Spider were tasked with dreaming up a creative, integrated and ultimately DISRUPTIVE campaign to increase penetration in the UK market and support the masterbrand message
The new masterbrand message focused on Peperami as a solution to ‘fill the hole in your stomach.’ As we aimed to target 18-34 males with our campaign online, we knew that we still wanted to ensure traditional media was just as excited, so the creative approach would have to appeal to both internal focus groups and media research ultimately led us to our activation: a campaign run by Animal to put an end to the holes that annoy us all most, potholes!
Over 20 million reached#HangryHole on Facebook & Twiter
In order to gain traction online, the Spider digital team got to work creating social content, briefing a selection of micro Influencers, and managing the creation of a piece of hero video content to launch with. In addition Spider sourced and contracted macro Influencer Jack Jones for a piece of supporting content to increase our reach within the target demographic.
- Unique Reach Across Facebook and Twitter within target audience:
- 5,115,954 unique people reached
Total Reach Across Facebook and Twitter within target audience:
- 20,213,564 people reached
- 302,519 Views of the Peperami video
- 900,935 Views of the Jack Jones video
- Shortlisted for Best Cross Media Campaign in the 2017 EU Digital Awards