An accelerated advertising network was also used, with a few blind networks on which impressions are pushed to the maximum over a short time. Lifestyle, news and travel websites were selected - fitness and health portals and insurance, investment, travel, adventure and tourism. Among them were sites such as Bizcommunity, Ster-Kinekor, Women's Health, You Tube and Dining Out.
The existing creative direction was tailored to digital media, using an aggressive placement strategy. The fun and appealing 'Fancy that' almost implied a challenge, a dare, along the lines of "Fancy that? Go on then, go ahead and try!" The irresistible bait was the promise of 'Crayfish top-up onlee 39 bucks'. Naturally some of the ads included the proviso "Available with any main meal while stocks last".
The campaign only ran for four weeks, with over 22 000 competition invites sent out and more than 1000 entries received. This translates to about 800 a day going out, with an average of 38+ entries. The company's Facebook page increased by 30% and Twitter by 15%. Weekly reach on Facebook increased by 5.30%.
Website traffic increased by 13.75%, with 74.75% new visitors (18 493) and 25.25% return visits (6 246), while the brand's database increased by 20%. In four days, over 7 000 crayfish were sold - supported only with this digital campaign and in four weeks, over 50 000 were sold.
Since the target was to sell 40 000 in eight weeks, 125% of target was achieved in half the time.
For more, go to www.oceanbasket.com.
