What Came First, the #GiantChicken or the Digital Egg Hunt?
10th October 2017
Daffodils are cropping up, many a baby lamb is being birthed as we speak, and the glimmer of a 4-day weekend is visible on the horizon...
From viral video content to savvy social media campaigns and a fresh interpretation on the 'chocolate-bar', we've cracked open some of our favourite Easter campaigns of years gone by to take a closer look at what made them so great.
Do you remember Asda’s #GiantHen of 2016? The ad ran on TV throughout the Easter period and was supported by press, outdoor, radio and social - racking up over half a million Facebook views and 3.9million impressions within the first 24 hours.
We were particularly impressed by Asda’s use of spin-off video content, hosted on spoof news channel, ‘NewsHD’, to continue the story online.
The channel was created to tie in with the social media drive, featuring news anchors Shaun Shawn and Peter Bird reporting on sightings of a gigantic chocolate egg and alarmingly large hen-shaped footprint in ‘Shrope-shire’.
A feel-good campaign from Co-op, which ran in 2016, featured a series of staged situations designed to hunt out ‘Good Eggs’ in the general public.
From people returning dropped wallets to helping with broken down cars, the video series quickly went viral.
Why we like it: Both campaigns tapped into the ability of the video medium to engage audiences on an emotional level and generate exposure.
Asda’s #GiantHen campaign strategically integrated multiple channels but, notably, the brand effectively utilised social channels to significantly increase the campaign’s reach via earned media.
Hotel Chocolat's Easter mascot, The Beau Bunny, is ‘just a bunny from the burrows who did good’.
The dapper bunny has been doing the rounds of Hotel Chocolat stores across the UK each Easter period since 2013, with the journey documented on social media throughout.
At each stop, the public are encouraged to take a picture with the dapper rabbit and share on their social channels.
It's fair to say that people purchasing chocolate is basically a dead-cert during the Easter period. In 2016, Thorntons sought to further capitalise on this lucrative sales window with gamified digital content.
The ‘Easter Egg Hub’ was a digital Easter egg hunt set within an interactive chocolate factory. Success within the game could even result in winning a trip to the Thornton’s chocolate factory in real life.
Why we like it: Both campaigns took the idea of a traditional Easter egg hunt and turned it into a game that people could participate in from all across the UK.
We particularly like Thorntons’ clever use of search analytics to come up with the idea for the digital chocolate factory. By analysing online search traffic, Thorntons was able to identify a trend in people searching online for information about the company’s chocolate factory.
This clever use of search analytics is a great example of turning audience insights into digital content that is innovative, engaging and targeted.
In a bid to make adults just as excited as the kids for Easter, Carlsberg launched an experiential (EGGSperiential?) ‘chocolate bar’ back in 2016.
The pop-up bar was unwrapped at the Truman Brewery in Shoreditch, London, last April, serving punters half pints of Carlsberg beer in commemorative branded chocolate glasses.
The bar included a number of traditional features made entirely out chocolate, such as a dartboard and a TV playing classic England World Cup moments.
Why we like it: It’s a bar. Made of chocolate.
Whilst not every business has the budget or know-how to construct a bar made entirely of chocolate, each of these campaigns is a great example of something every brand can do - utilise social media to drive results for your business.
Quality content is created from sustained planning and collaboration. Once you’ve created content, social media is your greatest asset to generate exposure for your brand. Little tricks such as asking your audience questions, encouraging people to re-share, or creating a retweet to win competition can all substantially increase your brand’s visibility online.
ContentCal’s clear visual content calendar makes planning social media content across a familiar and intuitive process. Ear-mark key dates in your calendar, store assets, briefs and content ideas in campaign folders and auto-publish content direct to social channels, all in one place.