Auckland agency Contagion has taken out the latest Yahoo! Digital Strategy Award for its ‘Not Quite As Kiwi As’ campaign for New Zealand snack brand Tasti.
Contagion, which won the Tasti business in a competitive pitch earlier this year, created a multi-layered digital strategy aimed at driving reach, impact, engagement and conversation around the Tasti brand and its New Zealandness.
Kiwiana-themed ads on mass-reach local sites and rich media homepages directed people to the Tasti NZ Facebook page, where they could enter the ‘Kiwiest Kiwi’ competition by nominating a friend (or themselves) by uploading their Kiwiest photo.
Consumer insights were used to drive relevant behavioural targeting among key audiences during snacking times, ensuring maximum frequency and efficiencies for the campaign.
The digital campaign reached more than four million New Zealanders, creating over 10,000 social conversations and has contributed to a five percent growth in attribution of Tasti as a local company.
Judges said the entry demonstrated smart digital thinking and strategic planning that truly delivered against Tasti’s business objectives.
“Tasti's digital media strategy cleverly used consumer behaviour insights to achieve impact, time-relevance and conversation with minimal media wastage,” said judge, Yahoo! New Zealand general manager and IAB chair Laura Maxwell-Hansen. “It is a great example of the way in which the flexibility of digital can deliver a highly-targeted communication and grow brand metrics.”
Fellow judges Helen Baxter, managing directrix of Mohawk Media and James Fleet, general manager of Australian online comparison website Comparethemarket.com.au, agreed.
“Tasti delivered a successful multi-layered strategy that positioned them as an iconic kiwi brand, creating impact with timely messages and seeding in excess of 10,000 social conversations. Their Kiwiest Kiwi competition on Facebook also successfully reinforced the 'Made in New Zealand' message,” says Baxter.