New Republique were tasked with breathing life back into a product range that was in decline nationwide by reconnecting with the target audience. Thus increasing sales frequency, reengaging with the target consumer, and identifying and leveraging a cost effective media solution.
We achieved this by creating the Pump multi platform campaign.
This campaign centred on the concept of ‘active water’ and we used this idea to link Pump with the active and energetic Amazing Race Australia. Various mediums were used to get this message across including on pack promotions, the first ever TVC for Pump, online social media, POS promotion, an interactive treasure hunt competition and strategic product placement. This partnership, along with a high degree of market penetration created a lot of exposure for Pump.
In just over twelve weeks we grew the Pump Facebook page by 49, 000 fans, over 360 treasure hunts were completed, and over 22,000 competition codes were entered. This translated directly to a 9.7% sales turnaround. What we created was an engaged fan base that Pump could now communicate with, and an ongoing link with the Amazing Race Australia that could be used to drive future sales.