The Task
Primo wanted to drive increased cut through and reach across social so came to us to deliver an approach that would disrupt, grab attention and drive conversation in a low-involvement category where content lacked differentiation and could feel unattainable to a busy mum or someone who doesn’t have much confidence in the kitchen. On top of this, they also were also faced with a big challenge. Even though consumers knew the Primo brand they didn’t know what it stood for. It was time to give Primo their voice, to separate them from the pack and deliver cut-through across Facebook.
The Work
We led the charge in delivering a social approach that wasn’t your traditional FMCG brand trying to create high-end foodie visuals and recipes. Primo on social was about turning up the humour to emotionally connect with our audience. The social content delivered messages that had universal appeal but could also be tailored to different audience segments. The goal was to drive relevancy to inspire propagation and co-creation. Our occasion-led strategy has seen Primo own April Fool’s day, be weird and wacky over Easter and show mums what they really want on Mother’s Day.
Each of these posts also aligned and drive awareness around product focuses so we were delivering against business objectives too!
The Results
- April Fool’s post deliver 2 million impressions – 1.2 million organic and 130k social actions
- Our Bacon Wrap post was also featured in Ad News’ top April Fool’s Day content segment
- Mothers’ Day post reached 500 and garnered 120k social actions
