One Giant Hop for Malteser Orange Bunny!

Markets worked in:

Services Provided:

+Influencer Management
+Paid Media Amplification
The Brief

To launch the Malteser Orange Bunny – Mars Wrigley asked us to create a campaign using influencers known for their light-hearted energy. Our objectives were to spark joy, using influencers to drive sales and focus on driving impulse purchases through playful, honest, shareable content.

The Approach

Delivering it during lockdown – we wanted to make the campaign as positive as possible. Therefore, all creative ideation was built around the fact that Easter and Orange Bunny had arrived – things were looking up!

Maltesers is a notoriously fun-loving, playful brand, so the influencers we chose had to also reflect that. Each one was briefed to curate and publish some of the most sharable seasonal jokes in the lead-up to Easter.

Each influencer created a series of laugh-out-loud social content using grid posts and stories, which were then amplified with paid media spend.

Finally, to sustain campaign performance, we created a bespoke account structure enabling us to extend the content reach through paid media. As a result, we could run multiple ads in unison applying budget optimisation at a campaign level – allowing the platform algorithm to optimise spend towards the best performing content.

The Results

Our campaign smashed it – all of our target KPIs were surpassed. As well as outstanding results, the amount of positive sentiment that came from campaign content was overwhelming.

17% Average engagement rate
17.8M Impressions
10k Link clicks