Not many brands encapsulate the essence of Australia as much as VEGEMITE does. But what do you do when the goal isn’t to push their primary offering, but merch instead?
Through the powers of UGC and comedy skits, we turned a box of miscellaneous items into an exclusive, must-have gift set that any dad would obsess over… Here’s how it went.
In celebration of VEGEMITE’s 100th birthday, the beloved Aussie brand wrapped all of that joy up in a limited edition 100th Birthday Collector’s Box – just in time for Father’s Day.
Featuring exclusive VEGEMITE socks, underwear, pen, dad cap and keyring, it was a novel yet useful box of extremely dad-appropriate gifts.
So, we needed to help our client get as many eyes as possible on the new product, whilst also drawing attention to the fact that this local icon has officially hit the big one hundred.
VEGEMITE is so synonymous with Australian culture that this milestone should be talked about nation-wide… And where can you find the people? TikTok, mate.
By finding content types that best resonated with our target audiences, we could then understand which niche of creators we should be narrowing our search down to.
People with dads? That’s pretty broad.
People who are comedic geniuses on TikTok with a large Gen Z follower base and align perfectly with your local Aussie archetype? We’re getting closer…
Using our Sticki Discovery Tool filters to then shortlist talent specialising in entertaining content and are representative of our target audience, we found the brilliant Beau Carrigg who eventually helped VEGEMITE smash this campaign out of the park.
His experience with skits and family-oriented humour made the brief a no-brainer: A conversational style TikTok between son and dad. Duh.
Everyone’s been in the situation where you’re not sure what gift to get a mum, a dad, a friend or a partner, and our content capitalised on this familiar pain point to a tee.
Remind your audiences about that “?!?!?” feeling when you’re racking your brain trying to think of a good last minute present, then offer them the solution a few seconds later.
That’s exactly how we presented the VEGEMITE 100th Birthday Collector’s Box – something fun, something different, something practical, and something you can quickly order online.
Besides securing a great gift for dad, we also secured increased brand awareness and visibility around the celebratory milestone VEGEMITE wanted to draw attention to.
Beau’s video reached an audience over three times the size of his existing follower base – and these viewers weren’t passive ones either.
Generating heaps of likes, comments and shares (*which then contributed to even more TikTok views due to the compounding effect of the not-so-elusive algorithm), it was precisely because of his content’s relatability which made it highly shareable.
Other winning metrics?
It was content that stuck and kept on sticking, as we’ve since heard people talk about VEGEMITE’s recent birthday and have seen even more organic posts about shoppers getting the box after watching our ads.
Why did it work? Well, simple adherence to a few key content pillars. That is, 1) Entertaining, 2) Relatable, 3) Useful, 4) Timely.
UGC is so versatile in the way it can deliver on a range of objectives. With VEGEMITE, we got people talking about their birthday and simultaneously turned that into sales.
And at a rate of $0.01 per view, it’s definitely a cost-effective solution if you’re looking to gain traction for a brand, a campaign, a new launch, or just to start a conversation.
We want to turn your brand into a hot commodity too. Get in touch with us today.
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