SOCIETY was tasked with launching Woolworths, BIG W and Everyday Rewards entertaining Tableware collection. The challenge was to showcase easy entertaining solutions for customers across Woolworths and BIG W, and highlight the benefits of becoming (and being) an Everyday Rewards Member. SOCIETY worked alongside the BIG W and Everyday Rewards teams to deliver an integrated launch moment featuring the new collectible, vivo Villeroy and Boch Group Tableware. As the consumer mechanic was quite intricate, the campaign also had to educate Australians on how to earn and redeem the products.
To launch the campaign, we managed a press office and we showcased our newest Tableware collectible range during a sit down lunch at The Butler in Potts Point. The purpose of the event was to champion value through the new collectible entertaining range, featuring a menu created using all Woolworths Food Company (WFC) ingredients - showcasing the convenience, high quality tasting products available in the range and for all budgets. WFC innovation chefs worked with the venue to curate a bespoke three course menu. We then sustained the messaging with paid influencer content and reactive press office activity. We engaged the Woolworths Family to encourage their audience and customers to head into store and collect the Tableware, with overarching messaging focusing on providing customers with easy entertaining options.
Overall, the campaign was highly successful, garnering 23 pieces of earned media coverage, reaching 7.92M. The launch event was one of the strongest tactics of the campaign, achieving a social reach of 1.97M, 92 pieces of IG stories content and over 20 minutes worth of content. Our influencer campaign saw an impressive engagement rate of 22.94%, and reached over half a million Aussies.
pieces of earned media coverage
influencers shared contra event content
total campaign reach across media + social
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