A cracker of a campaign for Campbell Arnott’s Australia has emerged from one of Australia’s upcoming independent marketing agencies, Bastion Collective.
Bastion Collective conceptualised Arnott’s #whatacracker campaign to win the hearts and minds of Australians and remind them that “there is no substitute for Shapes”.
The 3-month project, led by the Collective’s integrated communications and PR agency, Bastion
Effect, sought to uncover Aussies’ favourite Shapes rituals through content creation, an all-
encompassing communications strategy and live activation.
A combination of OOH advertising*, a paid media partnership, social consumer competition,
influencer activity and a national PR campaign meant that Arnott’s #whatacracker content was seen in multiple forms by Aussies across the nation.
A national consumer Facebook competition generated 3,252 user entries and upon campaign
completion, the #whatacracker hashtag had gained a total reach of 2.5 million across all social
PR campaign activity further generated 127 pieces of influencer and editorial content – totalling 27
million in reach.
Iconic Aussie influencers Bondi Lifeguards, Tanya Hennessey and Christian Hull also lent their highly engaged channels to the campaign and encouraged their audiences to share their own unspoken
traditions around Arnott’s Shapes.
The Collective’s experiential arm, Bastion EBA, bought the campaign to life with a giant Shapes pop-up at Sydney’s iconic Overseas Passenger Terminal. The two-day activation attracted an 80,000 footfall and saw the distribution of 3,248 consumer samples.
Visitors were able to mix n’ match their own personalised selection of Shapes in a limited-edition bowl and share their #whatacracker moment via the onsite photobooth.
Bastion Stadium, the company’s content creation specialists, were also engaged to create video and social content during the campaign period for Arnott’s owned channels.
Of the integrated approach, Bastion Collective CEO Jack Watts says, “This project has highlighted the strength of our agency model in uniting multiple businesses and delivering a world class client solution, together. The results of this campaign speak for themselves and highlight our company-wide focus on consumer engagement vs reach.”
Campbell Arnott’s Senior Communications Manager, Brands, ANZ, Amy Wagner, says:
“Consumer sentiment and engagement is a key part of Arnott’s brand story, especially when it comes to Arnott’s Shapes.
It’s an iconic product that Aussies have always been very passionate about because it’s in the fabric of their lives. We know people enjoy cracking life moments with Shapes every day, but we wanted to invite Aussies to share these rituals and and celebrate them in a national forum. The #whatacracker campaign was successful in that it amplified these organic moments of real connection to a wide range of consumer audiences.
Arnott’s #whatacracker campaign ran Australia-wide from May to July 2018.