Anna O'Sullivan

ROLE: DIGITAL PROJECT MANAGER

Christmas campaign “Elite Biscuit Insurance” was offered piece of mind to people whose biscuits were stolen during the festive season. Elite Insurance was an “insurance policy” that the public could sign up to, in order to have their stolen Elites replaced. Consumers were driven to a landing page where they could submit a “claim” for their stolen biscuits. Jacob’s Biscuits rewarded the most entertaining claims with a tin of Jacob’s Elite and utilised claims received as the basis for content throughout the campaign.

The campaign consisted of a series of online videos, engaging Instagram Stories, strong UGC strategy and influencer activations with the landing page anchoring all touch points.

As the Digital Project Manager, I coordinated the digital side of the campaign: creation of the landing page, social calendar, content production, analysis of the campaign results and reporting.

The campaign was a great success and the results exceeded KPIs by the multiple of three.

See some of the most serious cases of biccies theft in the carousel below 🙂