Sealord Frozen Salmon Launch

Case Studies

Year 2016
Category Food

Objective
To drive awareness of Sealord’s new frozen salmon products – Salmon Fillets and Salmon Pieces

Our Approach
Because Sealord needed shoppers to head to their supermarket’s frozen department, not the fresh fish section, Sealord needed to introduce shoppers to this new product at the point of meal inspiration, not point of purchase. Since today’s leading source of meal inspiration is food bloggers and online sources, we used five food bloggers to create delicious yet amazingly easy and convenient meals featuring the product that in turn tempted viewers to stock up their freezers.

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Successes
After 1 week of digital activity  units target was exceeded by 504% Fillets and  756% PiecesBy week 2 the distribution targets were exceeded by 134% Fillets and 142% Pieces.  Targets continued to be exceeded every week for the 13 week build.Each of the 19 Facebook mentions were seen by an average of  15k  New Zealand household shoppers, more than 3 times the paid reach target of 100k.

Learnings
Sealord showcased the influencers creation across their own social channels, these posts gained higher reach and engagement than the brands own content.  This social activity led top the highest coupon conversion rate of 7.1%

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