FIBRE ONE

BACKGROUND

Fibre One, which creates low-calorie versions of tasty treats like brownies, had been on the scene for a while.

They needed to connect with a new generation of snackers, the 25–34-year-old ‘healthy treaters’.

Creating standout, building meaningful awareness and trial was key to connecting with this new generation of snackers. 

WHAT WE DID

So, we decided to embrace the needs to keep things short and sweet by making all of our media snackable!  We skipped to the best bits through a social 1st bite-sized campaign embracing the power of short form content, cutting to the viral bit of the vodcast, utilising snappy recipes, all underpinned with data. 

Our female led brand Tyla, the social ‘home of women’s news and entertainment’ was the ideal partner for our campaign.

Phase One: – Snack Chats; A vodcast with a twist 

Instead of the traditional long-format vodcast, we skipped to the best bits. Why record and promote the whole thing when people just want the snackable viral anecdote?  Keeping the content to the best bits made the content inherently social-first, imitating the ‘viral’ content trend. 

Phase Two: Snack Hacks  

Having created an engaged audience pool, we moved on to consideration of the product by highlighting its taste. We retargeted anyone who’d seen our awareness phase with ‘Snack Hacks’, short recipes featuring Fibre One brownies in everything from cake pops to loaded brownie bites. Again, we skipped to the best bits, with three 30-second recipes across Facebook, Instagram, and on-site, optimising to the best performing.  

The vodcast also meant we could up our relatability: we got two witty women together, chatting about the realities of the snacking game – authentic, and funny. Since we know our audience are ‘here for the drama’, that’s where our ‘Snack Chats’ clips focused: here, accidentally revealing someone’s baby’s gender.  

Phase Three: Tempting product ads 

Once we had an audience that we’d driven awareness and increased consideration against, we retargeted them with more product heavy assets to drive to purchase.  

RESULTS

By combining creativity, smart data and platform knowledge, we delivered on all KPIs:

-Meaningful awareness shifted significantly, with the agreement to the statement “Fibre One is a brand that I feel connected to” increased by +11 percentage points (pp). and by +7pp for “Fibre One is a brand for people like me”.  There were also 72.8k engagements with our content. 

-Taste consideration increased by +6pp  

-Purchase intent rose by +6pp and our activity drive 30k clicks 

-Claimed purchase. Post-campaign we recorded an 8p.p uplift in people having bought a Fibre One Brownie snack bar in the past 2 months. 

-Actual Purchase increased during the live campaign period, Fibre One saw the highest repeat rate (customers making two or more purchases) in the year for Fibre One’s brownie.  

Our snackable campaign appealed to a wide range of appetites!