Maxibon

WIRETAPPING INSIGHT FOR GROWTH

The thing is about a downsize, people don’t love them. We’re also joining a long line of brands who’ve announced a size decrease in the last 18 months, with social awash with negative commentary around these announcements. We wanted to understand the Maxi Tribe’s language a little more to see how we could work this to our goals. We deployed our WireTappingTM insights tool to help us learn about the dark underbelly of ice creams on social known as the ‘Blokes and their Ice Creams’ Facebook community. I know what you’re thinking, what the hell is this and why does it exist? It’s exactly what you’re imagining, a closed group of 156,000 men (and we’re sure few women and those who identify as others) who share pics of their ice creams.

Journey

WIRETAPPING INSIGHT FOR GROWTH

IDEA THAT MOVES DIGITALLY, HUMANLY.

Move over Shrinkflation, Bonflation has arrived! Meet Bonflation. Our national campaign that broke the news by calling out all the names Aussies could throw at us for the downsize, before they actually do. We knew that there’s no point in quietly slipping the news out. That’ll backfire when people buy it and discover the new size. We needed EVERYONE to see this. When it came to channel strategy, our WireTapping showed us that the best way to reach volume and our target on small budget - and quickly - was through PR, national news coverage and META – which gave us the ability to target the ‘Blokes and their Ice Creams’ community. Imagine waking up to Sunrise on Saturday morning and hearing the newsreader say the words; Maxicon, Maxigone, Maxiflaton, Bonflation, and our favorite, Shrinkbon. You’d think you were dreaming. And you’d think a bit of Bonflation might harm our sales numbers?

IDEA THAT MOVES DIGITALLY, HUMANLY.

THE EFFECTIVENESS

Our sales were ripper! Multipacks sales grew 2.5% post-campaign, whilst unpromoted awareness increased 2% and Maxibon’s unique appeal grew 11%. We were even praised by some customers for not sugarcoating the news. Nutralised a social backlash, generation 10,000 conversations with 40% positive and 20% neutral sentiment Delivered a 2.5% sales growth, exceeding target by 25% Maintained unprompted awareness at 2% Increased Maxibon‘s unique appeal 11%, exceeding target by 110% Avoided a rush on the brand in the ‘Blokes and their Ice Creams’ Facebook community, with only five mentions of the shrinkflation issue

IDEA THAT MOVES DIGITALLY, HUMANLY.

Overview

Journey

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Results