Rockman Australia Consumer Campaign 2019

Rockman Australia is one of Australia’s largest importers, wholesalers and distributors of Asian food and distribute to many Asian groceries stores/supermarkets.

We were tasked with 1) Growing their social media fan base and engagement, 2) Building awareness around Rockman as a premium Asian food importer, and ultimately 3) Driving retail sales.

From the beginning we knew that we are dealing with a brand with unique positioning, therefore we set the target to reach and engage Asian grocery shoppers while in the meantime also cater to the mainstream/Aussie audience considering Rockman products can be purchased at both Asian and western supermarkets.

By giving away the grand prize of Mazda 3 Neo Sport plus smaller rewards such as weekly hampers and cash vouchers, we set out to capture as many potential shoppers as possible. On top of this, we'd also developed a 360 plan to cover all touch points throughout their user journey from POSM at retail stores, Rockman social channels, Wechat media exposure and campaign page.

Performance: 

  1. Total 578 SHOP & WIN entries were generated throughout the campaign period, which is x2.9 times more than estimate. We also received hundreds of submissions for the creative dish contest.

 

 

 

 

 

 

2. Through Facebook boosted posts we have reached altogether 78,283 people (CPR=$0.01), showing that it’s an effective tactic to reach and engage with our audience.

3. We discovered that the majority of our participants is made up of people aged between 18-40, especially the 32-40 age group, which enables us to target this main group for future campaigns.

4. Wechat media articles proved to be huge traffic drivers. Through this advertorial collaboration we were able to not only bring people to our campaign landing page and subscribe to our Wechat account, we could also convey in-depth campaign and product messages which would not be possible through regular display banners.