Our strategy was to leverage the brand’s 50 year heritage by bringing their much loved brand mascot and Aussie icon, Louie The Fly to the forefront of an integrated campaign. We felt that Mortein’s products are so advanced that Louie The Fly is no longer an adequate representative for our brand. So we put it to Australia to decide: vote to Kill or Save Louie.
I worked closely with the creative team on the overall concept then planned, produced and executed the digital strategy.
This involved developing a Facebook strategy, content calendar, community management plan, digital activations/promotions, ‘Always On’ content generation and an online display advertising campaign while working closely with our sister PR agency on the strategy and implementation of PR and experiential activity.
This was the first major fully integrated social media activity undertaken by Reckitt Benckiser in this market.
– Over 500,000 votes in the campaign
– After 6 months, the Louie the Fly Facebook page grew from 0 to over 235,000 fans
– In October 2011 the page was receiving 17.8 interactions per thousand fans (the All Blacks in their World Cup winning month received just 4.4!).
– The page at its height was receiving over 1000 new fans each day and is still counting.
– It is within the top 20 branded Facebook pages in Australia – and it is a pest control product!
– The campaign has received in excess of 850 PR media items, reaching an audience of 121million.
– ROI 8:1 against advertising equivalent value.
– Roadshow reach – 690,000+ footfall, 16,000 people received Louie giveaways
– The campaign has won the internal marketing award for being Reckitt Benckiser’s most effective campaign of 2011/12.