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.
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.