Educational marketing – itʼs what you make it
How to describe and market a dessert that can be anything – from mousse, to milkshakes to icecream (and everything in between)? The open-ended line ʻItʼs what you make it,ʼ said it best and tickled the curiosity of imaginative sweet-toothed makers and bakers everywhere. A wacky television ad initially launched the ʻItʼs what you make itʼ concept for Velvet, showcasing three of the dessertʼs possible uses. The product proved a hit with those who had sampled it, but further market education was a must.
For the educational phase, the brand added an element of experimentation by tempting consumers to ʻput the fun back into the kitchen.ʼ The campaign targeted foodies, home cooks, working moms and those looking for a quick-fix dessert, through blogger outreach programmes, magazine print ads, in-store marketing collateral, fun sampling activations, vouchers, recipes, and the chance to win one of ten fridges worth R20 000 each. Inventive Velvet recipes were seeded online and consumers who shared their own creations, under the hashtags #myvelvetcreation and #firstchoicevelvet, were rewarded.
The first activation week alone resulted in a 718.2% sales unit growth from the previous month’s average. It just goes to show that an educational campaign need not be boring – like First Choice’s Velvet, it’s what you make it.