We are excited to launch the biggest-ever digital campaign for premium German biscuit brand, Bahlsen Biscuits, supporting the return of their TV campaign for the second year running.
Tasked with a brief of driving awareness of the full range and recruiting new users to the brand, all through the lens of the campaign theme.
Working from the insight that consumers love telling us about their favourite Bahlsen on social, we assigned each TV suspect to a biscuit from the range, with the premise that they’d do anything for their favourite Bahlsen biscuit (including committing the terrible crime!).
With awareness in mind, we asked consumers to vote for their favourite Bahlsen biscuit by sharing the biscuit they’d ‘do anything for’ on Facebook or Twitter. The two prize packages available included a grand prize of a two-night city break to Berlin (the production home of Choco Leibniz) and a year’s supply of biscuits for those who succumbed to the distraction power of the Choco Leibniz biscuit.
Social messaging and amplification campaign
A social messaging and amplification plan, using the #biscuitcase, supports the microsite across the Bahlsen Facebook, Twitter and Instagram channels, with a focus on rich media content, including a range of video, canvas and carousel advertising and GIFs.
The plan, whilst aiming to reach 2 million users, will align with premium TV slots throughout the 6 week campaign.