Generate content that would drive frequency of usage and penetration within the UK (which meant going far beyond the conventional "likes")
In order to drive penetration, we had to do more than preach to the converted. This was done by creating a balance of different types of content that would not only engage existing members, but more importantly, encourage them to share. The focus for the always-on programme was around "bite-sized" content, designed to get the audience talking about TABASCO®, and inspiring others to use it. To drive this content further, specifically targeted Facebook media was used to ensure relevancy of the target audience and maintain engagement throughout.
All KPIs were surpassed with a peak monthly reach of 3 million, and an increase of over 200% in engagement
Social Creative // Jonathan Gaiger
Design // Michal Farat