What we've been up to this week: 15 July

On Thursday evening, Candace Kuss, our Director of Social Media and avid Cannes trend spotter, spoke at Creative Social's annual review of the Cannes Lions Festival of Creativity. Mini Cannes featured a diverse roster of experts discussing what happened on stage, what won and why, and led a lively discussion on what the future holds for our industry.

Over the past two weeks, the H+K food and drink team has been spreading the word about two new delicious Oreo flavours, targeting journalists and influencers to create a buzz around their new limited edition strawberry cheesecake and mint (permanent addition) flavours.

The team planned a two-pronged approach to reach the millennial target audience and hit their coverage KPIs. To grab the attention of Oreo super fans, the team created celebrity and influencer portraits, and publication logos, from the crème of the iconic cookie, hand delivering them to journalists and influencers in bespoke boxes that reflected the flavours.

The activity resulted in amazing, unsponsored video content from YouTube super-couple Zoella and Alfie Deyes, who between them command an incredible social reach of 43.5 million followers. These mentions alone are worth around £200,000, so this was big win for team Oreo and led to an extremely happy client!  It also generated further excitement on social media, with Instagram posts and tweets from influencers including Mcfly’s Tom Fletcher and key titles including The Metro Online and Independent Online.

The second prong of the activity was focussed on product placement media, who were gifted a Wonderfilled Oreo branded package, which included a branded Oreo bonbon balloon, strawberry scented green and pink tissue paper and a musical element, which played the Oreo theme tune when the box was opened. This sense-inducing, fun-filled parcel invoked the ‘Dare to Wonder’ campaign messaging and teased journalists about the new flavours.  These Wonderfilled gifts have also generate buzz on social media with Notebook and Now Magazine posting on their social channels.

The team are now busy securing coverage opportunities and can’t get samples out to door quick enough.

Robert Isherwood

Hill & Knowlton Strategies Search