As part of a brand new digital initiative to engage consumers in conversation about Australia’s leading breakfast cereal, Weet-Bix recently kicked off the 2015 Weet-Bix Messy Kids Search photo competition.
The competition was developed in close collaboration with digital agency Soap Creative, who were appointed by Weet-Bix as their new digital agency following a competitive pitch.
The 2015 Messy Kids Search competition was a huge success for Weet-Bix, and after running for just one month, the photo competition generated almost 3,000 entries and close to 20,000 votes.
The competition was the first of a series of digital activations from a long-term strategy developed by Soap that will bring new life to this Australian icon and see it in places never seen before.
The 2015 Messy Kids Search competition was in honour of all the millions of kids who have eaten, crunched and slurped their way through bowls of wholegrain goodness, and for all the parents who’ve had to clean it up!
Comedian Em Rusciano was appointed by Weet-Bix to kick off the campaign through her highly engaged Facebook community, as well as a series of media interviews. Rusciano’s launch video alone reached over 148,000 people and attracted over 43,000 views and 1858 likes. Connect PR have been working with Soap Creative to amplify the campaign.
The 2015 Weet-Bix Messy Kids Search competition ran 29 October to 30 November. The entry mechanic was for consumers to upload a photo of their favourite messy kids moment (not strictly limited to Weet-Bix moments) and were encouraged to share their pic with friends and family for votes.
The top ten photographs with the highest votes were then submitted to the judging panel of Weet-Bix team members and Em Rusicano. The winner will receive a $4,000 Smarter Money account from Yellow Brick Road to invest in their child’s future, and a $100 Weet-Bix Hamper, with two runner-ups also each wining $500 cash and a Weet-Bix hamper.
On the initiative, Weet-Bix senior brand manager Alex Garas said, “With most Aussie’s raised on Weet-Bix we thought it would be fun to celebrate genuine, funny parenting moments and by all accounts parents enjoyed sharing them with us – we are thrilled with the results.”
Soap Creative founding partner Ashley Ringrose added, “As a father who photographs every aspect of his child’s life, this project was something close to my heart. It was great to see the community embrace it with such positivity not just towards Weet-Bix but the other entrants.”