Darrell Lea
Project Orange 100% Palm Oil free campaign
CASE STUDY
The Aussie icon launched their 100% Palm Oil free campaign in September 2020 and with the help of Joel and the team reached 15.8 million people on digital alone.
15.8
million people reached
7X
increase in searches for Palm Oil
455,685
website visitors
100,853
reactions, comments, shares and saves
THE GOAL
Launch Palm Oil free into Australia
The goal was simple, make as much noise as possible while having Australia engage with us.
THE SOLUTION
Putting Digital to the test
As a long term client, Darrell Lea was a well known brand of the team. Since 2017, we have been working with the Darrell Lea team to increase their digital presence.
As Palm Oil free was a large campaign, we used a multi-platform approach to ensure the campaign reached far and wide.
Working with Facebook, a Brand Lift study was undertaken to measure the uplift in consumers recalling, familiarity and consideration of purchasing Darrell Lea.
A TikTok takeover was chosen to drive consumers to the website and ensure every demographic in Australia was aware of the recent change. A TikTok take-over ensured that every Australian users that opened the app on that day, watched the video.
The video was further featured on YouTube and searches for Darrell Lea were captured via Google Ads.
Products Used
Google Ads
Ensure your business shows on relevant searches.
Facebook Ads
Capture attention with engaging content on Facebook.
Excitation + Analytics
Make better marketing decisions based on insights.
Data Attribution
Know where your e-commerce sales are coming from.
