LowLow : Challenging Category Norms
Headline/Reason Worth Sharing
LowLow put social media at the heart of our comms and developed a category challenging campaign to reposition the brand and drive real business results.
How the Work Meets Brand Ideals
This paper shows how we successfully halted the brand decline by challenging the category norms and distanced ourselves from the stereotypical negative clichés that the ‘diet’ category was known for. With Social Media at the centre of our comms strategy we were able to capture the attention of our consumers and ultimately tap in to that elusive ‘word of mouth’ to gain real traction and affinity, promoting the brand and the new ‘Feel Good’ messaging. The campaign was a huge success with over 2 million YouTube views and getting coverage as far as the Huffington Post. The brand gained huge resonance with consumers, amassing a following on Facebook of over 100,000 fans, with strong interaction and conversation. In addition brand love grew +30% amongst the target audience and the sales decline was halted.
LowLow launched into Ireland in 1989, pioneering healthier butter spreads in Ireland and subsequently a healthier cheese range. For the next 15 years the brand enjoyed double digit growth and at its peak reached €30m due to a buoyant marketplace and significant investment in new products. But this accelerated growth reached a plateau due to an increasingly challenging economic backdrop, a changing retail landscape as well as a consumer who had become disaffected with healthier food brands.
Like many of its peers in the low fat/ “diet” category, LowLow had failed to evolve with the changing attitudes of consumers and found itself in a situation where lack of brand engagement and relevance were translating into free-falling sales. This sales decline meant the brand was experiencing increased pressure to reduce the amount of investment in advertising spend and increase promotional spend.
In addition to all of the above, the low fat category in which LowLow was competing was filled with brands with much larger brands. For instance Kellogg’s Special K had over 7 times our annual budget.
Insight and Strategy
Our core target audience ‘Fulfillers’ were defined by their attitude to life;
• They’re positive people who want to get the most out life. While they aspire to a healthy lifestyle, they still love food & are looking for easy, enjoyable solutions to eat healthily everyday.
• The language & behaviour of healthier food brands were putting off Fulfillers as they viewed it as patronizing and conveying un-empowering images of women who always appeared unhappy with themselves.
• What all this told us was that for a brand to truly connect and be relevant to them, we had to be a partner on the journey itself. It was time to stop the clichés and actually show them that we were a real brand just like they were real women. We had to show them that we genuinely believed it was okay to have a proper relationship with food, it wasn’t all about self-denial.
From a media perspective it meant that we had to behave like one of them. Their disillusionment with the category meant that we couldn’t expect them to come to us. We would never gain their trust if we just tried to shout our message at them.
We wanted to be seen as modern and fresh so we went for an unconventional, brave plan that embraced both traditional and new media channels.
We launched an ‘Adland Gal’ parody ad on YouTube, a humorous send up of the typical clichés seen in the world of diet ads, and we asked consumers to ‘Have their say’ on our Facebook page.
To drive awareness of this online parody we used 10” branded teaser for both TV and VOD and specifically ran the copy around targeted high affinity programmes.
We also used Twitter to drive advocacy and peer-to-peer sharing.
To ensure LowLow’s position was firmly established in the more positive space of ‘Feel Good Food’ we ran followed the Adland Gal campaign up with an extensive outdoor, point of sale and digital campaign to establish our ‘feel good’ position.
Social media was at the centre of the strategy; all media fed into the Facebook page and the Facebook page enhanced the brand personality to brought it all to life. Through social media we were able to become one of her friends and engage in conversation, separating ourselves from all the other brands who just talked at her.
The brand has been given a distinctive, relevant, compelling point of view that has clearly stuck a chord with our consumers.
* The adland digital campaign went viral and reached women across the globe with over 2.3 million YouTube views, a position in the YouTube top 10 of the week (prompting itself as a case study for Google).
* The campaign garnered amazingly positive coverage in the UK and Ireland but around the globe as far as the Huffington Post.
* The brand gained huge resonance with consumers, amassing a following on Facebook of over 100,000 fans, with strong interaction and conversation.
They haven’t just liked the page they’ve actively engaged with our content – our engagement rate of 1.02% consistently beat the FMCG average of 0.07%.
We had a huge volume of comments showing support for the stance we had taken.
Crucially, brand tracking metrics all delivered exceptional results;
- Brand love grew +30%
- Brand with a positive attitude grew +40%
- Brand for me grew +19%
- Consideration grew +20%
For the first time in years the brand halted the decline in sales, giving the required confidence to invest heavily in the brand for 2014