Uncle Ben’s (Mars)
The Challenge
To create the digital launch campaign for Uncle Ben’s Express in southern Brazil with the goal of generating awareness, trial, and education regarding the use of the product.
Strategy
To use the wide reach of social media to communicate the launch and engage the target audience with the novelty.
Concept: “1, 2, it’s ready!”.
Work on social media.
4 films produced for the web.
Actions with opinion leaders.
Result
The campaign exceeded expectations for this period.
The reach goal for the year, the main KPI, was achieved in the 5th month of the campaign. By October, the campaign reached a total of over 40 million people.
88% above the engagement expectation.
(likes, comments, and shares actions).
The market test was a sales success. In less than 2 months, Uncle Ben’s Express was sold out on supermarket shelves in the three states of the test market.