Driving brand awareness and engagement with Young’s Summer Swaps campaign
Summer is always a challenge for the frozen fish category, with many shoppers choosing to buy chilled fish direct from the fish counter or the chiller cabinet. Young's wanted to maintain its sales momentum during these hard to reach months and tasked us with creating a seasonal campaign that would help to encourage consumers to re-think frozen fish.
Working as an all agency team, we developed an integrated digital, social and PR campaign to encourage people to swap out their normal cooking habits with new healthy and tasty recipes by collaborating with 30 influencers to create their own twist on a classic mid-week meal, using Young’s fish.
Content was posted across influencers’ social channels, as well as Young’s owned platforms.
· 460K reach - exceeded target by 13%
· Average engagement rate of 2.8% - the top end of the industry average
· Average click-through to the Young’s Instagram page of 0.5%
“We’ve dipped our toes in influencer activity before, but our Summer Swaps campaign was an opportunity to really hone in on the power of influencers, using real people to inspire others to love fish. We were so impressed by the quality of recipes and the levels of engagement achieved across all the posts, as well as all the positive comments about Young’s which came through as a result. A great job done, which was brilliantly executed – and it’s inspired us to execute another influencer campaign for next quarter!” Marketing Controller at Young’s Seafood