McCann Team up with Facebook to Deliver Sweet Success for Fruittella

McCann Central’s PR and Social team has helped leading confectionary brand Fruittella create real impact when it launched its new Sugar Free Fruit Gums range.

Using social platform Facebook, the McCann team promoted ‘on-message’ video content to emphasise the product’s great tasting, sugar free offering. The content reached over 8.5 million people, resulting in 29 million impressions and a massive 4.6 million video views.

In another first for the brand, McCann worked with Facebook to run a brand lift study which reinforced the overwhelming success of the social media inspired promotional campaign.

Brand recall was 19.4 points against an average of 7.7 points (which is Facebook’s benchmark for similar brands), while consumer intent to purchase the new product was 5.2 points, again significantly ahead of Facebook’s benchmark figure of 1.3 points.

Sophie Clarke, Social Media Account Director, comments: “The Facebook campaign we ran to support the launch of Sugar Free Fruittella Fruit Gums was a fantastic success. We managed to reach a vast audience of target consumers who engaged with the video content we distributed, and the resulting metrics and insight from the brand lift study highlighted that significant numbers of people also intended to purchase the new Fruittella product.

“Working closely with our Facebook Account Manager, we delivered a creative and insightful communication campaign which created a high level of launch awareness for Fruittella’s new Sugar Free Fruit Gums.”