WE DROVE SALES OF FESTIVE BAKES FOR GREGGS

A creative social media campaign for Greggs

THE CHALLENGE
Boost engagement and conversation during Christmas by using the most anticipated product in the Greggs calendar, the Festive Bake, to make Greggs stand out and increase overall sales YOY.

PEOPLE-FIRST INSIGHT
77% of content and conversation is shared via ‘dark social’ platforms, such as WhatsApp, Messenger & Telegram.

THE STORY
We created a campaign that lived where dark social conversations take place but would create conversation everywhere.  The campaign had two key phases to get Festive Bake fanatics excited:

PHASE 1 – a WhatsApp group, dedicated to Festive Bake lovers. We announced it via Facebook and Twitter and thousands of people applied.  This social innovation was taken to a wider audience via national media editorial coverage.

PHASE 2 – we maintained buzz by re-launching the now famous #PastySanta selfie campaign with the addition of the year’s biggest trend: the Face Swap. The WhatsApp group members were first to hear about this new feature and they kick started a stream of #PastySanta Face Swaps across the UK.

Our WhatsApp group were also rewarded with daily competitions, giveaways and fan-fostering content, including a movie trailer parody featuring members’ loving quotes about the Festive Bake.

THE OUTCOME

4% increase in sales over Christmas. 2% growth in festive bake sales YOY. 98% YOY uplift in engagement in tweets about #pastysanta. 41% increase in festive bake mentions YOY. 25 pieces of national coverage about the WhatsApp gro. 260 million ots from earned media.