Creative | Print

Fox’s glacier Brand Engagement

APRIL 2018

Creative | Print

Fox’s Brand Engagement

APRIL 2018

Fox’s glacier Brand Engagement

As a brand that has been in Leicester for decades, Fox’s glacier asked Trident to come up with a strategy, social media planning and deliver, a match day execution for sampling to boost brand exposure and win over a new audience.

Fox’s glacier Brand Engagement

As a brand that has been in Leicester for decades, Fox’s glacier asked Trident to come up with a strategy, social media planning and deliver, a match day execution for sampling to boost brand exposure and win over a new audience.

CREATIVE PROCESS

What was the problem?
How did we delight them?
How’d it do?

WHAT DOES OUR CLIENT SAY

“We were really pleased with the outcome of the Tigers matchday engagement that Trident did for us. We managed to announce ourselves to the Tigers family, our social media engagement was really positive and the strategy behind the day enabled this to all come together”

Andrew Ovens,
Marketing Manager

WHAT DOES OUR CLIENT SAY

We were really pleased with the outcome of the Tigers matchday engagement that Trident did for us. We managed to announce ourselves to the Tigers family, our social media engagement was really positive and the strategy behind the day enabled this to all come together

Andrew Ovens,
Marketing Manager

OUR CREATIVE PROCESSS

What was the problem?

Fox’s Glacier is a brand everyone recognises and often had when they were a child but may not have eaten in some time. With their 100-year celebrations running for the year, they have partnered with Leicester Tigers to boost their brand exposure.

As a brand that has been in Leicester for decades, they wanted to align with a local sports team with a national presence. Fox’s Glacier asked Trident to come up with a strategy, social media planning and deliver, a match day execution for sampling to boost brand exposure and win over a new audience.

In order to get the most engagement we needed to maximise the experience for the fans not only at the ground but also reach a wider audience away from the event.

We decided with the client to run a social media competition to win Fox’s Glacier goodies. Fans could enter by uploading a photo of themselves at the match with the hashtag #Foxs100 to Fox’s social media channels with a share/retweet mechanism, people who also shared content were entered into the prize draw with a chance to win.

As well as the competition, we wanted to encourage brand interaction with our team of people at the match who were stationed at the branded gazebo base surrounded by tall flags and bins filled with 100 kg of sweets situated outside the main entrance to the Leicester Tigers stadium. This is where we gave out samples of Fox’s Glacier sweets to fans attending the match to enjoy and remind them of the delicious taste.

Our objectives were to drive brand engagement and increase our social exposure. In order to drive exposure the hardest we devised a strategy that aimed to drive awareness of the competition and match day involvement before, during and after the event of the match.

How did we delight them?

In order to get the most engagement we needed to maximise the experience for the fans not only at the ground but also reach a wider audience away from the event.

We decided with the client to run a social media competition to win Fox’s goodies. Fans could enter by uploading a photo of themselves at the match with the hashtag #Foxs100 to Fox’s Glacier social media channels with a share/retweet mechanism, people who also shared content were entered into the prize draw with a chance to win.

As well as the competition, we wanted to encourage brand interaction with our team of people at the match who were stationed at the branded gazebo base surrounded by tall flags and bins filled with 100 kg of sweets situated outside the main entrance to the Leicester Tigers stadium. This is where we gave out samples of Fox’s glacier sweets to fans attending the match to enjoy and remind them of the delicious taste.

Our objectives were to drive brand engagement and increase our social exposure. In order to drive exposure the hardest we devised a strategy that aimed to drive awareness of the competition and match day involvement before, during and after the event of the match.

HOW DID WE DO

In order to get the most engagement we needed to maximise the experience for the fans not only at the ground but also reach a wider audience away from the event.

  • The sweet station was situated in a high footfall area of the stadium and was received really well by fans, with a lot of people reminiscing about not having Fox’s since their younger days.
  • The social media exposure also drove people to our position by following the pre-match activity – some fans commented that they had seen that Fox’s Glacier’s were hosting a competition and would be at the stadium on the day from Instagram stories.
  • The brand presence was very visible and the product samples that were taken were all given away.
  • Some of the stats from social media and images of the fans using #foxs100 are below to get a better understanding of the impact of the campaign on Fox’s Glacier’s social media channels.

FACEBOOK – 7 day stats

  • 130 New Followers (1344% increase from previous week + 13% overall increase)
  • 15,079 Reach – (1903% increase from previous week)
  • 1,868 engagements – (5089% increase from previous week)
  • FB Live (watched 246 times)
  • 220+ Competition Entries (76% higher than similar Big Bear comp)

TWITTER – 7 day stats

  • 96 New Followers
  • 60,310 impressions
  • 2,280 engagements (Avg engagement rate of 3.8% higher than typical rate)
  • 1,164 competition entries

INSTAGRAM – 7 day stats

  • 53 new followers – 51% Increase
  • 52 comments
  • 61 likes
  • IG Live – watched by 12 people, gained matchday interaction from fans “we saw you on IG live”

COMPETITION ENTRIES

OUR CREATIVE PROCESSS

What was the problem?

Fox’s Glacier is a brand everyone recognises and often had when they were a child but may not have eaten in some time. With their 100-year celebrations running for the year, they have partnered with Leicester Tigers to boost their brand exposure.

As a brand that has been in Leicester for decades, they wanted to align with a local sports team with a national presence. Fox’s Glacier asked Trident to come up with a strategy, social media planning and deliver, a match day execution for sampling to boost brand exposure and win over a new audience.

In order to get the most engagement we needed to maximise the experience for the fans not only at the ground but also reach a wider audience away from the event.

We decided with the client to run a social media competition to win Fox’s Glacier goodies. Fans could enter by uploading a photo of themselves at the match with the hashtag #Foxs100 to Fox’s Glacier social media channels with a share/retweet mechanism, people who also shared content were entered into the prize draw with a chance to win.

As well as the competition, we wanted to encourage brand interaction with our team of people at the match who were stationed at the branded gazebo base surrounded by tall flags and bins filled with 100 kg of sweets situated outside the main entrance to the Leicester Tigers stadium. This is where we gave out samples of Fox’s Glacier sweets to fans attending the match to enjoy and remind them of the delicious taste.

Our objectives were to drive brand engagement and increase our social exposure. In order to drive exposure the hardest we devised a strategy that aimed to drive awareness of the competition and match day involvement before, during and after the event of the match.

How did we delight them?

In order to get the most engagement we needed to maximise the experience for the fans not only at the ground but also reach a wider audience away from the event.

We decided with the client to run a social media competition to win Fox’s Glacier goodies. Fans could enter by uploading a photo of themselves at the match with the hashtag #Foxs100 to Fox’s social media channels with a share/retweet mechanism, people who also shared content were entered into the prize draw with a chance to win.

As well as the competition, we wanted to encourage brand interaction with our team of people at the match who were stationed at the branded gazebo base surrounded by tall flags and bins filled with 100 kg of sweets situated outside the main entrance to the Leicester Tigers stadium. This is where we gave out samples of Fox’s glacier sweets to fans attending the match to enjoy and remind them of the delicious taste.

Our objectives were to drive brand engagement and increase our social exposure. In order to drive exposure the hardest we devised a strategy that aimed to drive awareness of the competition and match day involvement before, during and after the event of the match.

HOW DID WE DO

In order to get the most engagement we needed to maximise the experience for the fans not only at the ground but also reach a wider audience away from the event.

  • The sweet station was situated in a high footfall area of the stadium and was received really well by fans, with a lot of people reminiscing about not having Fox’s Glacier since their younger days.
  • The social media exposure also drove people to our position by following the pre-match activity – some fans commented that they had seen that Fox’s Glacier’s were hosting a competition and would be at the stadium on the day from Instagram stories.
  • The brand presence was very visible and the product samples that were taken were all given away.
  • Some of the stats from social media and images of the fans using #foxs100 are below to get a better understanding of the impact of the campaign on Fox’s Glacier’s social media channels.

FACEBOOK – 7 day stats

  • 130 New Followers (1344% increase from previous week + 13% overall increase)
  • 15,079 Reach – (1903% increase from previous week)
  • 1,868 engagements – (5089% increase from previous week)
  • FB Live (watched 246 times)
  • 220+ Competition Entries (76% higher than similar Big Bear comp)

TWITTER – 7 day stats

  • 96 New Followers
  • 60,310 impressions
  • 2,280 engagements (Avg engagement rate of 3.8% higher than typical rate)
  • 1,164 competition entries

INSTAGRAM – 7 day stats

  • 53 new followers – 51% Increase
  • 52 comments
  • 61 likes
  • IG Live – watched by 12 people, gained matchday interaction from fans “we saw you on IG live”

COMPETITION ENTRIES