Inspiring family time with Ribena’s Let’s Do It Club
Ribena tasked us with evolving the brand online to engage with one of their key audiences – UK parents. Built on consumer insights, we devised a strategy which would further extend Ribena’s content marketing; placing parents at the heart of our digital communications, and providing them with highly engaging, shareable, value added content.
We developed the “Let’s Do It Club”, a place for parents to get inspired and creative. With a range of ideas to help keep their children entertained during family time, the Let’s Do It Club is hosted on a dedicated area of the Ribena website and contains a range of 80 ‘edu-training’ videos all ideated, directed, and produced by us. The video content on the site is split into ‘Try It’, ‘Make It’, ‘Bake It’ and ‘Grow It’, with each video accompanied by easy to follow instructions. The Club was activated using a range of online channels including search, PPC, CRM, video seeding and online display.
The Let’s Do It Club continues to activate parents’ relationships with the brand with nearly a quarter of all visitors returning to Let’s Do It Club content on the site.
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