Douwe Egberts
Local Star
Business Challenge
The brief was multi-tiered. We needed to unveil the Douwe Egberts Facebook presence, as part of the launch for their new refill packs, whilst simultaneously shifting messaging from ‘trial’ to ‘loyalty’. The campaign also had to promote the brand’s category-leading, environmental attributes of the Douwe Egberts jar (something compounded by a competitor already taking a wider ‘eco’ standpoint).
Pleasure Insight
In a time of sweeping cuts, consumers care deeply about local issues that affect them directly, yet the smallest causes suffer most when purse strings are tightened. Our campaign had to give people a chance to make a real difference to their community and they’ll take it with both hands, and feel good for doing it.
Strategic Execution
We created the “Local Star” campaign, giving small local charities the chance to win part of a £20,000 fund, voted for by the public. Each cause was categorised by either ‘Refill, Reuse or Recycle’ reflecting how the money would be spent. At the heart of the execution was a bespoke Facebook application, housing the charity submissions and voting mechanism, including complex functionality such as vanity deep links, built in intelligent search, moderation and analytics tools. Whilst Facebook was the core platform, it was truly integrated combining print ads, video production, on-pack stickers, Facebook PPC, PR and trade marketing.
Campaign Result
The campaign is still running, but already it’s exceeded all KPIs in terms of fans and entries. Crucially the level of interaction has been extremely high with over 70 charities signed up, and the amount of commitment to drive votes way above expectations. Most importantly Douwe Egberts has connected with fans using something they really care about, and now has a fantastic network of passionate and inspiring individuals to engage with on future campaigns.
