A few years ago, while at innocent, we launched a new, premium, functional juice called innocent plus. Our ambition was to recruit 3 million shoppers into our new range. To achieve that, we needed a wide-reaching and distinctive campaign, to stand out from the crowd.

I led the campaign planning and pioneered a new way of working for innocent; in a nutshell, it was bringing our creative and media teams together for the campaign development. Before this, both functions worked in isolation and typically there would be the same standardised media plan for every marketing moment, regardless of objective.

I facilitated a series of workshops with the team.

We tested messages on our social channels to see what resonated with drinkers; using real insight to inform the campaign.

We soon learned that whenever we posted about the Blue recipe SKU, we generated a heated debate amongst our following, leading to 20m organic impressions over a weekend. Our blue colour was the thing that differentiated us from competitors, so we made that the creative inspiration and put it at the heart of the campaign.

We looked at where our target audience was, and then found ways that we could creatively engage with them, to get noticed.

Our campaign was built around delivering mass reach and talkability. We used TV, VOD, distinctive DOOH, PR and experiential.

The combination of great creative and smart media planning meant our budget stretched a lot further and allowed us to have more impact

The results

• The featured blue recipe SKU became our best-selling recipe within the business

• We hit all campaign KPI's; achieving our penetration target.

• The TV advert we developed became our best-tested advert (measured through System1).

• We even won a Drum Award for 'Best in-house client team’

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