Westgold Milk Products gained Best Social Campaign at The Drum Awards for Digital Advertising APAC 2022 for its rugby-inspired marketing campaign focusing on the Japanese market. Here, we discover the concept behind the success. Westgold Milk Products, a small butter model from New Zealand’s distant South Island got down to make an impression within the Japanese market. With an modern marketing campaign that introduced collectively influencer advertising and programmatic. The temporaryWestgold Milk Products had huge ambitions: to ascertain a foothold in Japan – a famously difficult market to penetrate. It confronted a handful of distinctive challenges: for one, it needed to go up towards incumbent market leaders likes Meg Milk Snow, which has dominated a lot of the Japanese marketplace for a long time. Furthermore, Westgold had a cultural problem to crack: the truth that most Japanese cooking is oil-based reasonably than butter-based. Westgold wanted a method to successfully problem longstanding market leaders whereas additionally educating Japanese customers in regards to the worth of integrating extra butter into their cooking habits. The model tapped OMD New Zealand to assist attain the goals of elevating prompted model consciousness by 1% and drive gross sales.
The ideaIn an effort to raise model consciousness and incentivize gross sales, Westgold and OMD got here up with a intelligent method to hyperlink its New Zealand product with one other more and more widespread cultural export that elevated visibility for the nation in Japan: rugby.Rugby has grown in reputation in Japan in recent times and the sport has created new hyperlinks between Japan and New Zealand. Many Japanese followers are conscious of New Zealand’s high gamers and groups just like the All Blacks. A variety of high Kiwi rugby gamers are actually primarily based in Japan. Westgold figured that it might discover a method to leverage the recognition of New Zealand rugby to create a platform of consciousness for the model.With a comparatively tight price range, the group prioritized a digital technique. It developed a marketing campaign that used programmatic promoting to prime audiences after which drove additional consciousness and consideration with customized social and influencer content material.
The model enlisted the assistance of OMD’s content material group at Fuse, who developed a strong influencer technique that centered on native Japanese influencers and creators in addition to the cultural cache of New Zealand rugby.Influencers have been tasked with creating authentic content material during which they showcased how butter may very well be utilized in conventional native recipes. Some content material centered on baking; and the truth that sweets and baked items are sometimes seen as a deal with in Japanese tradition helped to place Westgold as a premium, high-end model. Then, OMD introduced in widespread New Zealand rugby gamers to make content material that communicated how butter may very well be utilized in extra western methods, utilizing Westgold butter to make protein-rich recipes and even in health-conscious keto espresso.Influencer-created content material was deployed throughout paid social, selling Westgold butter and recipes. Programmatic show video advertisements added a further layer to spice up consciousness.
The outcomesThe influencer marketing campaign delivered nearly 2m distinctive impressions and generated practically 100,000 engagements, with a 5% general engagement fee – which is excessive in comparison with the business common of 1-3%. Organic attain was 48%, in comparison with an business common of 30%The programmatic arm of the trouble carried out nicely, too. Programmatic video and show advert impressions surpassed 10.4m, representing a 15% enhance over the unique goal. Crucially, Westgold was in a position to obtain its aim of driving model consciousness. It noticed a 50% enhance in prompted consciousness. The marketing campaign’s success has impressed Westgold to proceed working with influencers to inform the story of Westgold and the way it may be built-in right into a Japanese way of life.This marketing campaign was a winner at The Drum Awards for Digital Advertising APAC 2022. You can see all of the winners right here. The Drum Awards for Marketing are presently open for entry. Find out how one can enter now.