Problem
Following our recent launch of the new brand and packaging (and new website) for Koko, we were briefed to drive awareness of the brand using a digital campaign that inspired people to try Koko as part of their breakfast repertoire – a key usage occasion and driver for Koko.
Insight
Healthier breakfasts are driving category growth, and consumers are increasingly looking to give their cereal the personalised treatment. This being said, ‘great taste’ is still by far the biggest factor when it comes to choice of breakfast.
Whilst competitor brands in the category are telling consumers to swap to their brand, we wanted to challenge (joyless) breakfast by showing them that with Koko they will add something – not just taste, heath and ingredients, but also fun!
Activation
We set out to banish boring breakfasts by challenging the lack of JOY in dairy-free breakfasts with a call to action ‘Koko your breakfast!’’.
The campaign was brought to life using instagram stories, through a series of vibrant, usage-focused creatives that set out to reach at least two thirds of our available core dairy-free audience.
The creative linked to the new Koko website to see the brands recipe ideas, and also optimised the new ‘submit your recipe’ functionality.
A promotion encouraged consumers to submit their own recipe and join the Koko community, which was incentivised with a weekly prize draw to win a smoothie bundle from The Honestly Good Smoothie Company.
Outcome
We can’t share final numbers for the campaign, but we can share that the campaign gave Koko significant reach and engagement with highly targeted new consumers, exceeding campaign KPI’s.
We also gained many invaluable learnings to action for future campaign optimisation, and overall both the client and agency were very happy the results.