To coincide with National Threatened Species Day, we launched the brand new Paddle Pop Koala Choc Caramel flavour and announced a two-year partnership between Paddle Pop and WIRES to support koala protection and preservation across the country.
Working closely with the Paddle Pop and WIRES we developed a robust strategy to deliver key messaging around the new product development, whilst simultaneously communicating the importance of the partnership and reminding Aussie families that our native animals are in need of support.
Paddle Pop Koala quickly gained traction across various verticals, from online and social to broadcast TV and radio.
Achieving high quality editorial coverage, we were able to drive multiple messages to support both the new product and partnership news.
The results were significant, with 209 pieces of coverage secured, including 67 TV segments and 44 radio. The campaign had a potential reach of over 65 million with 100% positive sentiment.