Our Work

The Client 

Weetabix manufactures England’s most favorite breakfast cereal since 1932. Made from British Wheat, Weetabix leads the cereal category in the UK and is enjoyed in various countries around the world. From the creation of the first Weetabix biscuit, today’s product range consists of 36 delicious and wholesome breakfast cereals and bars. We started working with Weetabix in January 2015.

The Project 

Opium Works was responsible for the digital marketing activities of the brand. Our main objectives were to promote Weetabix products and help the brand identify their customers online. We were challenged to educate people about their products and maximize consumer awareness of their benefits.

The Approach 

Our social media strategy contained two important tasks: to target relevant audiences and schedule posts for social media accounts. It is important to mention here that Weetabix follows strict guidelines and content from the international brand. Thus, our content for Weetabix Cyprus had to be localized and at the same time be in line with international guidelines.

Impressions:

90K

Engaged users per month:

18k

Increase in Page Likes in 1 year:

50%

Total page reach:

636k

The Solution 

First up on our Opium agenda was, Spot the difference – a game competition in which users had to identify the differences betwees two images. The goal was to promote the launch of the Weetabix Facebook page, attract users and create awareness.
The prizes were the following: 1st winner-MOTION Bike and the other 10 users with the highest scores-Weetabix products. People entered the game, and started playing. They also had the ability to share and/or invite their friends to play the game. We also created the Upload and Win competition – a Facebook app in which users had to register their information (name and email address) and upload a picture of how they enjoy their Weetabix. The objective of this competition was to promote the myriad ways you can enjoy Weetabix.
After they uploaded their picture, users had to share their photo-participation in order to gain votes (likes). The picture with the most likes won the first prize. In total we had 6 winners getting different types of awards, from a GoPRO camera to a package full of Weetabix products. The Facebook competition was promoted for a month through Facebook Advertising. The promotion of the competition was done by using three different campaigns: page likes, post engagement and app engagement. In addition to this, we created a new campaign #YourWeetabixCyprus, in which we shared Weetabix recipes made from fans (fans had to upload a picture of their Weetabix meal).
The results were high and non paid, as people liked the idea and started sharing even more recipes with us. We also came up with ideas to launch the new product, entitled ‘Crunchy Bran.' The idea centered around a GIF competition, where users had to ‘stop’ the gif on the NEW product, take a screenshot and share it with us. The competition was running for 9 days. The first 50 people who could find and post the right image would win 2 packages of the new product. As soon as we published the competition, we received 152 comments before the end of the day. The results were beyond expectations, therefore we decided with the client to increase the prize, instead of terminating the competition.
We re-posted the GIF, thanking everyone for taking part in the competition and announced that due to high success we are increasing the prize. Therefore, people kept on playing. We were going to choose 30 more winners (after the first 50) through a ballot to win 1 package of the new product. The results of this campaign were based on our purpose: to attract and retain customers by consistently creating valuable content with the intention of changing or enhancing consumer behavior.

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