Integrated Digital Strategy / Omni-channel Activation

FULFIL NUTRTITION - #BankOfFulfil

Fulfil Nutrition, the popular and fast-growing protein snack brand wanted to create a big splash for the newest addition to its existing range of 12 flavours – Chocolate Hazelnut Whip – and establish this recipe as the brand’s best yet: a ‘pure gold’ bar.

We created the perfect marriage of bricks-and-mortar experiential with smart, insight-driven social media content to ensure the campaign successfully drove trial of the product, engagement and sales for the brand.

We transformed former bank 13 Merrion Road in the heart of Dublin into the #BankOfFulfil, impossible to miss and decked out in the brand’s signature yellow. Targeted pre-event social activity attracted crowds to the showpiece Fulfil vault, where fans each had the chance to open a safety deposit box and win big. To mirror the activity in the physical pop-up we created an online digital vault, where fans from all over the country could try their luck at cracking the code and win spot prizes of merch, gold Fitbits, boxes of bars, and adventure holiday breaks. The time-specific opening of each locker within the digital vault ensured we had a broad 12hour window of constant activity across three platforms for 5 full days, reaching well over 1m users.

MY ROLE:

  • Digital activation strategy, creative and execution

  • Copywriting for social media, sponsor content, media partners, and owned channels.

  • Videography - storyboarding, script-writing, editing, platform-specific edits

  • Social media channel management, live competition content, fan engagement, and paid promotion

  • Experiential - creative direction, strategy, content capture, management

  • Media drop - creative direction, production and seeding

RESULTS

  • Social media campaign achieved over 2.1 million impressions on over 1.1million social media accounts

  • +5 digital activation days covering Twitter, Instagram & Facebook

  • +42 pieces of platform-specific video content created

  • 70,851 social media engagements

  • 15,620 competition entries on- and off-line.

  • 2x APMC award nominations (Best Social, Best Event <€50k)

  • Chocolate Hazelnut Whip is Fulfil’s most successful launch to date with the new flavour leapfrogging to take the title position as the #1 bestselling Fulfil bar in the range, overtaking the long-standing favourite Peanut & Caramel.