CASE STUDY: Fab campaign delivers remarkable results

Provided by Time Inc. UK
Fab's promotion used monthly and weekly magazines to effectively reach parents and drive them to an online competition.
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What was the Challenge / Background of the Campaign?

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. Find out more...

What was the Campaign Objective?

To re-connect today's families with the fun element of Nestle's Fab brand.
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Boys and girls aged 7 to 11 with mum as the gatekeeper
0 - 9Female
Both
ABC1
C2
DE
Kids HH
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDE
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