PSS: before you go any futher, Jacob’s Biscuits is a stand-alone heritage brand in Ireland, in no way related to Jacob’s Biscuits, the cream cracker etc. This means that marketing is totally different to what you see in the UK. I recomend you watch the video on Jim Figgerty to give you a flavour.
Jacob's Biscuts: National biscuit day
Outline:
National days can be cringe but not when it’s brand relevant.
National Biscuit Day 🤝 Jacob’s Biscuits!
Idea:
Celebrate National Biscuit Day 29th of May 2015.
Execution:
For 12 hours we hosted a party on Facebook, (no paid just organic)
Recipe ideas, meme’s, competitions & spot prizes were the stars of the day with community at it's heart.
KPI’s:
Facebook Fans: +200
Engagement rate: 3%
Results:
Facebook Fans: +437
Engagement rate: 12.65%
As amazing as the above stats are. The real win was when fans were sharing their memoires of this houshold brand.
Jacob’s Biscuits: Secret Keeper
Outline: Figrolls the biscuits that are often overlooked by consumers in favour of newer products. As a result the biscuit was experiencing declining sales, evidenced by a year-on-year downward trend. An In-depth focus group revealed a shift in the target audinc, males aged 17 to 25.
The aim was to elevate brand awareness and rekindle nostalgia by reintroducing Jim Figgerty, a fictional character renowned as the custodian of Jacob's secret recipe.
Idea: To address this challenge, I propose a social only campaign that would help us reach the new demographic.
Execution:
Jim announced his retirement in a video on Facebook. In the video he explained that he left the secret recipe of how he put the figs in the figrolls in a suitcase. The winner will need to guess where the suitcase is located.
For two weeks, he shared clue every day so contestants could guess the location of the suitcase.
The person who guesses correctly won the secret & an all-expenses paid holiday to Dubai (where he hid the suitcase, nice spot to retire).
KPI’s:
Facebook Fans: +500
Engagement rate: 10%
Twitter followers: +250
Entries: 600
Results:
Facebook Fans: 237
Engagement rate: 63%
Twitter followers: 159
Entries: 944
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