CASE STUDY: How Yeo Valley became a national phenomenon
Provided by ITV
The meteoric rise to fame of a west county dairy, though a creative use of online and TV.
What was the Challenge / Background of the Campaign?
Yeo Valley was already the UK's leading organic brand, but to achieve growth in the face of the recession, it had to break out of this shrinking niche and appeal to the everyday families of Britain. The role for marketing communications was therefore clear: to take the Yeo Valley brand into the mainstream and make it a part of the lives of our viewers.
What was the Campaign Objective?
Take the Yeo Valley brand into the mainstream and make it a part of the lives of our viewers.
What was the Solution?
We kicked off with a 2 minute spot in the first live final to get our viewers talking about Yeo Valley & their rapping farmers. This was followed by a 10 week spot campaign delivering circa 14m viewers a week. Using The X Factor license we created a competition to win tickets to be at the live finals, promoting this through clickable VoD & display across The X Factor pages on ITV.com, as well as in-store through on-pack branding. All driving viewers to visit the Yeo Valley farm on-line to enter.
What were the Results?
There were clear and immediate campaign impacts, with:
. 1.8 million Youtube views.
. Over 200 send ups & remixes.
. No.1 trending twitter topic worldwide.
. 35 million tweet impressions.
. 35,000 Facebook fans (lobbying for Xmas No.1).
. 400% increase to the online farm.
. 30,000 competition entries.
. 30,000 single downloads, with 7 weeks in the top 100.
. 71% increase in brand awareness.
. 15% increase in sales value.
. Half a million new households to the brand.
What were the Key Learnings of this Campaign?
In essence, our strategy was to take a focused approach to media through The X Factor, that in turn delivered increased engagement with our viewers & results for Yeo Valley.