In a nutshell
Advertising, direct mail and Facebook application for new Organix products, Paste Pots and Recipe Bases.
The brand and the brief
Organix created a new range of exciting paste pots and recipe bases. These innovative products mean that mums can create a variety of delicious adult meals for their little ones.
Organix needed an online campaign that would educate Mums in how to use this new-to-category innovative product, and convert to purchase. The objective was to drive trial and awareness, which would ideally lead to repeat purchase behaviour.
I devised, designed and executed the ‘Made by You’ campaign. The idea was centred around making mum feel as though she had cooked a delicious home made meal for her little one, with a little help from Organix.
The devil is in the detail
The ‘Made by You’ campaign was activated online with a Facebook app and targeted HTML emails.
I planned and directed a photoshoot to showcase the delicious recipes you can make with the innovative products. These were edited and utilised across the app, HTML email and direct mail piece which housed recipe cards.
The Facebook app, The Organix cookbook, was created from wireframe to final application and drove online engagement through coupon downloads and recipe submissions (which doubled as a data-capture technique). The app saw 7,896 users visiting, delivering a 455% result against the KPI target. And a total of 2,278 coupon downloads represented a 918% result against the target. Overall, the campaign was successful in educating the target market as to the many uses of the ‘Cook with Organix’ range and inspiring mum to jump back into the kitchen.
Alongside the campaign were two above-the-line targeted adverts which appeared in baby changing rooms and focussed on the variety of meals inspired by the pots and bases.