Continental Cup-a-Soup – Using Social Media to Launch Soup in Summer
Highest Facebook Engagement Rate in Australia of 0.599%
With sales in steady decline and needing to reconnect with a younger market, Continental developed Cup-a-Soup Sensations. This new gourmet soup range urgently needed to launch in the middle of the hot Australian summer.
An exclusive sampling campaign for brand advocates to build an appetite for Sensations before they hit the shelves. Launched in Facebook, Cup-a-Soup fans were given the chance to be the first to try a free sample of Sensations. To extend the reach, Fans were given the ability to invite two friends to also claim a free sample too. The campaign was supported with Facebook media, in addition to an eDM sent out to the Unilever database.