Unilever chose Zoo Group as the agency to revitalise and reintroduce Jif Cream to the Australian market, after 19 years without any marketing activity. The challenge was to reposition the heritage product to appeal to a younger generation, and find a way to approach the challenges in a way that appeals to the audience.
WHAT WE DID
Social media campaign
The campaign was launched with TV, social content film, and a series of social posts that encouraged a call to action towards ‘dob in a mate’ in a tongue-in-cheek way, a ‘trending’ consumer behaviour in our target audience at the time of launch.
“It’s already gaining traction and a great response from audiences that wouldn’t normally engage in the category…”, said Paul Connell, ANZ Homecare Director at Unilever.
The campaign saw the highest proportion of digital media results than any previous campaign with high engagement (more than just a ‘like’) amongst the target audience, showing the campaign mechanic of ‘dobbing’ a mate was widely accepted and helped drive organic reach. Over 30 million impressions, 600+ Facebook comments and 250+ Facebook shares.