CARREFOUR AFFORDABLE BANANA
Title | CARREFOUR AFFORDABLE BANANA |
Brand | CARREFOUR - ALL BRANDS |
Product/Service | FMCG |
Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant
|
OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
|
Idea Creation
|
OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
|
Media Placement
|
OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
|
Production
|
OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
|
Post Production
|
OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
|
Credits
Bill Bilquin |
Ogilvy Social.Lab |
Senior Copywriter |
Sébastien Stevens |
Ogilvy Social.Lab |
Senior Art Director |
Nicolas Dansette |
Ogilvy Social.Lab |
Social Creative |
Christophe Crasselts |
Ogilvy Social.Lab |
Head of Growth & New Business Director |
Alizée Lippert |
Ogilvy Social.Lab |
Senior Account Manager |
Gabriel Araujo |
Ogilvy Social.Lab |
Creative Director |
Why is this work relevant for PR?
In December 2019, the news lit up with a viral story about a banana duct-taped to a wall that sold for $120,000 at Art Basel Miami, a project by performance artist Maurizio Cattelan.
This was a story that the supermarket Carrefour couldn’t miss, and we directly knew the brand had to react. The story trended on Saturday, and by Monday Carrefour had posted a tongue-in-cheek response on social media bringing a media value of more than $19 million in a matter of days.
Background
By spreading our message of affordability (“With our organic products, culinary art is within everyone’s reach”) on social media, we aimed from the beginning for word of mouth.
A carousel on Facebook and stories on Instagram were selected as the smartest media formats, allowing us to showcase a variety of organic fruits and veggies and creating a more engaging experience. The clickable or swipe-able links make it one of the strongest traffic-driving formats, so the execution was optimised to drive visits to the website. This successfully extended the post to deliver more value beyond brand awareness.
Describe the creative idea (20% of vote)
By spreading our message of affordability (“With our organic products, culinary art is within everyone’s reach”) on social media, we aimed from the beginning for word of mouth.
A carousel on Facebook and stories on Instagram were selected as the smartest media formats, allowing us to showcase a variety of organic fruits and veggies and creating a more engaging experience. The clickable or swipe-able links make it one of the strongest traffic-driving formats, so the execution was optimised to drive visits to the website. This successfully extended the post to deliver more value beyond brand awareness.
Describe the PR strategy (30% of vote)
In only two days from the ‘scandal’ happening to the publication of our post, we had to move fast. Given that time was of the essence, upon launch we strategically boosted the post with a small media investment of $3,000 to kickstart the conversation. After that, we prayed for the conversation to start.
Describe the PR execution (20% of vote)
In only two days from the ‘scandal’ happening to the publication of our post, we had to move fast. Given that time was of the essence, upon launch we strategically boosted the post with a small media investment of $3,000 to kickstart the conversation. After that, we prayed for the conversation to start.
List the results (30% of vote)
Within four days, our banana achieved a massive organic reach of 5,489,408 (vs. 712,576 paid reach), which equates 50% of the Belgian population. This is remarkable considering the organic reach restrictions on Facebook.
The content was Carrefour’s best-performing Facebook post in 2019, delivering an engagement rate eight times higher than average. It also delivered 678,151 clicks to Carrefour’s website – a very welcome traffic spike just in time for the festive season.
Within Facebook the content garnered:
· 24,527 shares
· 1,372 comments
· 8,725 reactions
· 99.88% positive reactions
Finally, the post was praised in 12 different countries with over than 265 million impressions and 50% of the media coverage mentioning Carrefour in the headlines.
So, with a ridiculously small media investment of $3000, we got a media value of more than $19 million, meaning that our banana was 160 times more valuable than a $120.000 banana. But above all, we made people know that with Carrefour, you can buy the best ones with cents.