WEET-BIX
Weet-Bix, Australia’s favourite breakfast cereal, ran a campaign featuring tennis pro Alex De Minaur and cricket stars Ellyse Perry and Marnus Labuschagne to inspire and reach the next generation of Weet-Bix kids.
OUR APPROACH
Objectives
The campaign focused on capitalising on the excitement of Summer cricket and The Australian Open to increase visibility, relevance, and engagement.
Strategy & Execution
Weet-Bix and Connected embarked on a multichannel marketing strategy that included:
Contextual Targeting: Focusing on sports events related to the target market and to the Weet-Bix ambassadors - the campaign utilised contextual placements to ensure relevance and impact.
Integrated Channels: The strategy encompassed Digital Video and Display advertising, complemented by Out-of-Home (OOH) placements to create a strong brand presence.
Timed Activation: Creative featuring tennis star Alex De Minaur was specifically timed to coincide with the Australian Open, optimising exposure when and where audience interest was at its peak.
OOH Focus: During the week of 16–23 January the campaign featured 23 OOH digital panels located strategically around Melbourne and the Australian Open.
RESULTS
Outcomes
The Ambassador campaign contributed to WeetBix’s exceptional media performance across that period*
The Ambassador campaign contributed to Weet-Bix’s YoY sales growth*
*Source: Analytics Partners data.
