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Old Speckled Hen
Henry’s Organic Social Starring-Role

In the run-up to their busiest retail period at Christmas, Old Speckled Hen’s television advert returned to TV screens. We were tasked with supporting the television run on organic social channels by raising awareness of the advert.

Our approach:

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”.

Channels:

Organic Social – Facebook, Instagram & Twitter

The outcome:

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.

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“We were looking to support our TV ad burst with a social media campaign which made the most of Old Speckled Hen’s mascot, Henry. Using our existing ad, Open Partners were able to isolate different clips and run these with witty captions, leading to great levels of engagement and helping our ad get in front of as many eyes as possible.”

Harry Bell, Digital Marketing Manager - Greene King

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