Hubbards Muesli is showing a preference for the digital after launching two new social media-based campaigns: one in celebration of its 25th birthday next month where it asked Kiwis to submit their own muesli recipes on its microsite, and then share the recipes on Facebook for a chance to have their concoction hitting the shelves. The other to promote its latest ‘Outward Bound’ range of muesli, calling upon New Zealanders to share their own ‘Outward Bound’ moments.
Hubbards brought on board creative agency Hunter to create both campaigns.
For its birthday campaign each recipe submitted to the microsite, called Hubbards Muesli Maker, was tasted by the official Hubbards tasting panel with some people getting their recipes made and posted out to them to taste, a release says.
One entrant will have their perfect muesli made and sold as a special 'Hubbards 25th Amazing Muesli', in a unique birthday box - due to launch on shelves in October.
Social Media was an obvious choice for the campaign, a release says, so Hunter collaborated with Backchat to build a strong content calendar.
Hunter created filmed content of New Zealanders telling all what they would like to put in their muesli. They also filmed the Hubbards official tasting panel going through their paces and tasting some of the more unusual recipes - chocolate and chilli, peanut butter and Jam and chocolate chip cookies.
Partnering with key influencers on the blogging scene helped in making the campaign the most successful online campaign that Hunter has created for Hubbards to date, achieving a 1.3 million audience reach, 2.2 million impressions, 180,000 video views and 170,000 taking action.
About 5,400 unique recipes were entered through the website, making it very hard for Hubbards to pick the winning recipe.
“What a great start to our 25th birthday celebrations. It was so interesting to see what people wanted in their muesli. We can’t wait to see the winning box on the shelves,” says Hubbards marketing manager Rebecca Bergs.
We wonder if Ryan Gosling had any cereal suggestions? Probably not, he doesn't eat his cereal.
Hunter’s campaign for Hubbards and Outward Bound inspired New Zealanders to share their own ‘Outward Bound’ moments, whether it be a scenic drive in the park, scaling a mountain, biking with the kids or an early morning paddleboard, a release says.
Using the hashtag, #myoutwardbound people were encouraged to post a photo or video on Instagram for recognition and the chance to win one of four Outward Bound adventure courses.
Hunter worked with renowned photographer Matt Queree to create stunning images of New Zealand and beautiful videos to inspire people to get involved.
Collaborating with Backchat, campaign used Instagram and Facebook plus a microsite enabling people to see their Outward Bound moments in the competition gallery.
Hubbards partnered with bloggers for this campaign too. A release says this was the most successful online campaign that Hunter had created for Hubbards to date, achieving: 6,300 user engagements, 1.3 million impressions, 213,000 video views, 156,000 taking action and 90 percent engaged through mobile with 10 percent engaging on desktop.
Bergs says: “It was fantastic to receive such a response and have the ability to generate amazing content from the stunning images that people uploaded on Instagram.”
Over the past two decades, Hubbards has donated more than 3.2 tonnes of muesli and $2 million from sales of their popular Outward Bound cereal to the The Outward Bound Trust of New Zealand. For each pack of Outward Bound sold, Hubbards donates 50 cents to the adventure school.