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|Debonairs - Pick a Box

Debonairs Pizza - Packaging Launch

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Debonairs Pizza – Packaging Launch

Creative-led Social Media Campaign | Packaging Redesign | Awareness and Engagement

The Debonairs Pizza box has long been seen as a status symbol in South Africa. So, when we launched the new box design, we had to do it in a memorable way.

Challenge

The question was: How do you create an engaging social media campaign around a new packaging design? Plus, we would have to do it without any media spend.

Solution

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It’s not every day that a local icon gets a makeover, so we introduced consumers to the #DebonairsPickABox competition on social media. As a collective, consumers had to pick a box to reveal a task for the chance to win a prize. The tasks were questions about the new box design and the brand. The Debonairs Pizza team liked this mechanic so much that they decided to give us R15 000 in prize money!

We split the prize into cash and Debonairs Pizza vouchers with the biggest prize being R1 000 in cash! Throughout the month, we posted one entry post per week. These were all organic posts without any paid media.

Results

Within 18 minutes of posting, we received over 2 000 comments on Facebook! And very soon after, Twitter reached the 2 000 comments mark as well. Throughout the competition period, whenever we posted a #DebonairsPickABox post, the engagement rate spiked. Thanks to the high engagement rate, Debonairs Pizza had an increase in positive brand sentiment.

BRAND LOVE INCREASED BY 644%

829 689 Impressions
11 844 Engagement
797 781 Reach

What could have easily been a single post became a full-on competition that engaged our consumers for a whole month, and helped build brand love and equity.