VooDu Marketing recently partnered with Bulla Dairy to launch The Bulla Scoop Up a Spade Competition campaign.
OVERVIEW
OVERVIEW
The Bulla Scoop Up a Spade Competition campaign focused on promoting Bulla’s famous Creamy Classic Vanilla ice cream which is distributed throughout major supermarkets across Australia including Coles and Woolworths.
The competition centered around increasing Bulla Dairy’s customer engagement, enhancing brand equity, reach, loyalty, and recognition.
VooDu Marketing’s team embarked on program that supported Bulla’s marketing strategies by deploying an innovative Next Generation Multichannel Marketing campaign. The program was focused on promoting the brand and generating measurable results based on key performance indicators relevant to this competitive market.
Spoiler Alert! The campaign was a huge success.
The key qualitative and quantitative outcomes are a glowing example of how multichannel marketing can be used to drive result-oriented innovations, audience engagement and positive brand experiences. To learn more about the results and how we did it, read on.
THE CLIENT
THE CLIENT
Being one of Australia’s most iconic brands, Bulla Dairy is an organisation steeped in history, with over 100 years of experience producing quality dairy products.
Based in Victoria, Australia, Bulla Dairy has grown from humble beginnings to a massive customer base of millions across the nation and are a family favourite household name.
COMPETITIVE MARKETPLACE CHALLENGES
COMPETITIVE MARKETPLACE CHALLENGES
Even companies with established reputations face the challenges in hyper-competitive marketplaces. Limited resources and multi-channel marketing expertise, combined with and noisy digital world can make connecting with customers seem insurmountable.
A plan to address these challenges need to be developed before investing time, money, and resources in “conventional” promotional campaign. If not, it could consequently lead to:
- Decreased brand awareness
- Poor campaign performance
- Poor message cut through
- Missed opportunities
- Poor MROI
How do Marketing Managers utilize the reach and scale of digital combined with experiential marketing to cultivate a deeper connection with their customers? How do marketing teams build a resilient brand connection that will withstand fads and transitory trends?
How do Marketing Managers utilize the reach and scale of digital combined with experiential marketing to cultivate a deeper connection with their customers? How do marketing teams build a resilient brand connection that will withstand fads and transitory trends?
THE SOLUTION: Memorable brand experiences that will last a lifetime
THE SOLUTION: Memorable brand experiences that will last a lifetime
As a segment leader in the competitive B2C dairy industry, Bulla recognized the need to connect with their customers through digital innovation and experiential marketing. The ongoing strategic objective is to create memorable multichannel brand experiences that last a lifetime.
In regard to The Bulla Scoop Up a Spade Competition, a cost-effective multi-channel marketing campaign was implemented that included:
An 8-week competition, offering thousands of Bulla Dairy Spades to be won + 1 lucky entrant to win 10k.
Participants simply had to:
- Go to their local supermarket or participating retailer
- Purchase a tub of Bulla Creamy Classics Vanilla 2L ice-cream
- Scan the QR Code
- Provide their contact details and enter.
In regard to The Bulla Scoop Up a Spade Competition, a cost-effective multi-channel marketing campaign was implemented that included:
An 8-week competition, offering thousands of Bulla Dairy Spades to be won + 1 lucky entrant to win 10k.
Participants simply had to:
- Go to their local supermarket or participating retailer
- Purchase a tub of Bulla Creamy Classics Vanilla 2L ice-cream
- Scan the QR Code
- Provide their contact details and enter.
EFFECTIVE MULTI-CHANNEL IMPLEMENTATION IS EVERYTHING
EFFECTIVEMULTI-CHANNEL IMPLEMENTATION IS EVERYTHING
In addition to strategy, arguably the most important factor driving the success of a multi-channel promotional campaign (and associated KPIs), is implementation. VooDu Marketing’s team successfully project managed every aspect of the campaign implementation. The key components and deliverables included:
- Planning the logistics of the competition
- Outlining Terms and Conditions
- Securing permits and approvals
- Sourcing & manufacturing of Bulla Spoons (prize)
- Working on Microsite design & development
- Promotional and advertising activities
- Implementing Marketing Automation, EDM’s and Communications
- Campaign monitoring, management, and reporting
- Automated pick, pack, and distribution of prizes.
- Creating countdowns to build anticipation and excitement
- Triggering FOMO moments to increase engagement and participation
- Generating enthusiasm for the outcome to motivate users
- Encouraging people to feel a sense of belonging in the process
- Congratulating winners for their prizes to enhance their satisfaction
- Providing regular updates on the delivery tracking to ensure a seamless experience.
This approach has significantly strengthened Bulla’s customer connection, adding to the already impressive reputation of their delicious ice cream.
THE RESULTS
THE RESULTS
VooDu Marketing’s collaboration with Bulla’s Scoop Up a Spade Competition generated a whopping:
- 30,000+ Competition registrants with purchase
- 40,700+ Unique website visitors
- 63,600+ Website page views
The numbers listed below reflects the enthusiastic response from Bulla’s audience.
By reaching out to over 40,700 new users VooDu Marketing hit the bullseye by targeting the right audience and ensuring Bulla’s marketing efforts were spent effectively.
Check out some “Fan Favourite” Online Comments:
The Bulla Scoop Up a Spade Competition proved highly effective in promoting the brand in a fun and interactive way. The campaign boosted audience engagement, and encouraging word-of-mouth, buzz advertising. Especially when word went around about the high quality and usability of the Bulla Spade.
By leveraging this strategy, Bulla Dairy was able to:
THE GIFT THAT KEEPS GIVING
THE GIFTS THAT KEEPS GIVING
The Bulla Spade now lives in thousands of Australian households, creating a long-term positive brand association for Bulla every time a household member has a positive experience using the Bulla Spade.
We expect that the multi-generational and long-term positive brand association will contribute to increased sales/revenue in future as well.
HOW TO GET STARTED?
HOW TO GET STARTED?
VooDu Marketing has established a track record in creating memorable multichannel brand experiences that last a lifetime. This can be attributed to the 25+ years of experience the VooDu team brings to the table in terms of Multi-channel Marketing. We empower a digital world that elevates real human connections. Connect with your customers through digital innovation and experiential marketing, while eliminating implementation nightmares.
Contact VooDu Marketing today to give your business the recognition it truly deserves and achieve success beyond just numbers.
So, what are you waiting for?
If you’re ready to hit the ground running with a super-charged team of multi-channel marketing specialists, complete the form below to book a FREE CONSULTATION.
Amazing results! Always proud to be a part of Voodu Marketing and my best wishes for the team at Voodu.
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