To raise public awareness of the advert, we wanted to generate conversation.
The advert content was rich to begin with; the Old Speckled Hen mascot, Henry the Fox, has a starring role as a ‘fox of the world’ where he adventurously experiences new pastimes. From previous community management and reporting, we were aware that segments of Old Speckled Hen’s organic social audience favoured content featuring Henry.
We looked to optimise the advert for organic social by creating GIFs from memorable moments within the ad. Across each organic channel, the GIFs were posted in a two-week period during the television ad run, paired with witty, concise copy that further built on the brand’s platform of “curiosity has its rewards”.
Organic Social – Facebook, Instagram & Twitter
Our aim was to generate conversation, and that was certainly achieved.
Engagement with the content quickly took off, with pre-existing fans of Henry the Fox eager to reshare and interact. This not only led to newfound fans discovering the content, and Henry – but Old Speckled Hen as a brand.
The content reached 177,686 social media users, introducing many of them to Old Speckled Hen. Brand awareness rose, as did sentiment, with a new, engaged audience primed for future interaction with the brand and its products.
“Hands down, it was the smoothest and most sophisticated onboarding we went through.”
“Throughout the onboarding process and beyond, Open Partners went the extra mile in understanding the overall business and specific marketing challenges we face, delivering an instant improvement in overall performance across all channels whilst supporting our journey to digital maturity.”
