Title | SOLD IN A JIFFY |
Brand | UNILEVER |
Product / Service | JIF (CIF) |
Category | A07. Best Use of Digital Media |
Entrant | SPARK PHD Auckland, NEW ZEALAND |
Entrant Company: | SPARK PHD Auckland, NEW ZEALAND |
Advertising Agency: | SPARK PHD Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Amanda Cater | SparkPHD | Media Director |
Polly Williams | PHDiq | Digital Strategist |
Jane Crabbe | PHDiq | Digital Planner/Buyer |
‘Sold in a Jiffy’ delivered huge audience reach and engagement. Over 55% of NZ’s HHS 25-54 were exposed to ‘Sold in a Jiffy’ Trademe partnership via the 102,000,000 impressions delivered – astounding with budget of only NZ$40,000 (US$32,000). Over 9,000 people visited our campaign webpage with 6% uploading a photo with Jif in their listing, generating a further 9,000 views. But what was even more impressive were the sales results: • Sales increased by 32% • Penetration rose by 5.2% • AWOP rose by 6.4% • Inter purchase interval (days) declined by 9.2%
We developed a unique, content based partnership with Trademe, NZ’s second largest website. The ‘Sold in a Jiffy’ consumer promotion encouraged sellers to clean their pre-loved household items with Jif, upload the item onto TradeMe with a bottle of Jif in the photo to win a house cleaner for a year! The smart media twist on this approach enabled us to significantly amplify our limited paid media with consumer generated product placement. Tapping into relevant categories with display formats, we sent consumers to their garages to rejuvenate their unwanted items – driving penetration and creating new usage occasions. We also tapped into items that hadn’t sold via a button on the Unsold Items page – encouraging traders to clean up with Jif and try again for a better result. The partnership was leveraged via advertorials in magazines – showcasing how to “clean in a jiffy” and driving readers to TradeMe.
This a story of how we helped a well-known brand “clean up” its act and reconnect with NZ consumers. Jif is well known, but was seen as old-fashioned and stale. Cleaning is a low-interest topic - dreaded by most! We needed to engage consumers by demonstrating how Jif could enrich their lives, particularly beyond the traditional realms of the kitchen and bathroom. NZ is a nation of hoarders – most garages overflow with unused household goods – but as the old saying goes, “one man’s trash is another man’s treasure”. This insight was substantiated by the popularity of TradeMe (NZ’s Ebay) which reflects consumers’ desire to rejuvenate “junk” and turn it into dollars. Our strategy centred on demonstrating that Jif could help people quickly turn junk into cash via it’s extraordinary cleaning power to transform unwanted household trash into appealing treasure. The idea of “Sold in a Jiffy” was born.