Nestle's Fab was becoming a fading favourite, with kids turning to more adult brands such as Magnum. In partnership with Rise Communications the "Design a fab den" campaign was created, producing intimate interaction between kids, parents and the Fab brand. The promotion used monthly and weekly magazines to effectively reach parents and drive them to an online competition. Strategically launched in the school summer holidays, parents were thrilled to find a fun family activity whilst engaging with the Fab brand. Great results were seen including a ROI of £3.35 per £1.
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