Innocent drinks brand used Facebook video to launch its new coconut water, leading to refreshing uplifts in recall, familiarity and purchase intent.
The Challenge
Innocent makes 100% natural smoothies and juices. Since its launch at a music festival in 1999, it has grown to become the UK and Europe’s number one smoothie brand.
Innocent turned to Facebook to help launch its brand new product, coconut water. In a highly competitive category, the goals were to drive awareness of and familiarity with the new drink.
The Solutionn
Innocent and its agency MediaCom devised an innovative strategy that used two bursts of ad sequencing, moving people from awareness to familiarity and on to purchase as efficiently as possible.
In the first burst, which ran for 4 weeks, branded videos drove awareness. Targeting males and females aged 25–44, the videos kept the product front and centre, delivering a simple message—that coconut water had arrived—in Innocent’s trademark simple, charming style. Photo ads were used in the second 2-week burst, outlining the health benefits of coconut water and prompting purchase with clear calls to action.
The results
The coconut water campaign produced some mouth-watering results for Innocent. A Nielsen Brand Effect study showed an impressive 24-point lift in ad recall, with particular uplift amongst females (27 points) and with people aged 35–44 (33 points). When benchmarked against CPG norms for ad recall in the UK, the campaign placed it in the top 3%.
The campaign was successful in terms of purchase intent too, outperforming 40% of UK CPG benchmark campaigns. Innocent also enjoyed a significant uplift in product familiarity, particularly amongst males. Highlights of the 6-week campaign, which began in July 2015, include:
⦁ 24-point lift in ad recall
⦁ 3-point lift in familiarity (6-point uplift with males)
⦁ 92% on-target reach
⦁ 6.8 million unique people reached
Joe McEwan, Head of Digital and Communities, Innocent, said: "We’re really chuffed with the campaign. It showed us how impactful a nicely shot, short piece of video can be when used alongside a collection of static shots. And by using targeted ad sequencing, Facebook allowed us to introduce people to our coconut water in the right way. Overall then, two thumbs up."
