TimTam_DominicLoneraganPhotography_020512_3061Issue:

Arnott’s wanted a campaign that would directly involve their avid Tim Tam fan base

Idea:

It began on Facebook, with a real life Tim Tam fan, posting she wished ‘Tim Tams to grow on trees’.  We discovered this using our social media listening tools and social intelligence analyst.  Our fans imagination was the inspiration for a real life experience: The Tim Tam Orchard

As well as it’s role as an interactive event, the Tim Tam Orchard was also used to capture content that we created into a TVC that ran nationally.

Impact:

  • 130,000 Tim Tams sampled over 12 hours
  • 50,000 consumers engaged at the Truly, Madly Tim Tam orchard site
  • 36 pieces of coverage with a reach of 1.84 million and 100% positive messaging.
  • Facebook saw a 100% fan increase over campaign period (55,872 new likes)
  • Average fan engagement grew over 1000%
  • Tim Tam trended on twitter on day of Truly, Madly, Tim Tam Orchard
  • Three segments on Sunrise