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Case Study

Donut King Livin

The Client

Donut King, Iconic national brand with a market share over 20% in Australia launched a marketing campaign partnership with Livin, a charity who seek to promote positive mental health and wellbeing for people – especially youth, through early education and awareness programs. The partnership sought to raise $100K for LIVIN to continue their work in schools and in the mental health community, and drive relevance for Donut King among youth audiences.

Objectives

Brand Awareness

TARGET AUDIENCE

  1. Primary: 18 – 25 year olds
  2. Secondary: 26 – 55 year olds
  3. Up to 20 km around DK stores

CAMPAIGN DURATION

01 March 2023 – 31 March 2023

CHALLENGES

Creating compelling message that highlight the benefits of both our business and the charity we’re partnering with. To overcome the challenge, we make sure campaign presented in a very native way to maintain the integrity and genuine nature of the campaign.

PLATFORM AND CHANNEL

  1. Display Ads
  2. Native Ads
  3. Meta Ads (Social Amplification)
  4. Nine Entertainment: The Today Show
  5. Pedestrian.tv

Strategy & Approach

Donut King joined forces with LIVIN, a charity focused on promoting positive mental health and wellbeing, particularly among young Australians. The partnership aimed to re-engage with key audiences and raise $100K to support LIVIN’s important work in schools and the mental health community. Emphasizing the campaign’s authenticity, a strong focus was placed on delivering organic and native creative content that truly resonated with the target audience.

The campaign primarily leveraged digital media channels to connect with the desired audience. Strategically placed display ads across various websites utilized their broad reach and impactful animated visuals to raise brand awareness among Australians. Additionally, native ads were seamlessly integrated with surrounding content, providing relevant information and fostering trust and credibility among the target audience.

In an effort to extend the campaign’s reach and impact, Donut King strategically partnered with prominent mass-media platforms, including Pedestrian.tv and The Today Show. Pedestrian.tv, a widely recognized digital publication, provided access to a highly engaged youth audience. Collaborating with Pedestrian.tv allowed the campaign to align itself with the platform’s trusted brand and leverage its extensive reach to promote the Donut King x LIVIN initiative effectively. This partnership resulted in increased awareness and engagement among the target audience, tapping into their interest in trends and social issues.

Furthermore, securing coverage on The Today Show, a reputable and widely viewed television program, served as a significant amplification for the campaign. It enabled Donut King to connect with a diverse national audience and reinforce the importance of mental health. The collaboration with The Today Show not only enhanced the campaign’s visibility but also allowed Donut King to share their message with Australians from all walks of life, emphasizing the significance of mental wellbeing.

HIGHLIGHT

Media Investment

$25K

IMPRESSIONS

3.67 M

REACH

1.58 M

CPM

$6.81

Frequency

2.32

The campaign successfully delivered nearly 3.7 million impressions, surpassing the target of 2.1 million by an impressive 66%. This achievement is particularly noteworthy as the targeting was focused on younger audiences, which typically results in higher CPM rates. The campaign’s ability to exceed the impression target highlights the effectiveness of the overall strategy employed. Moreover, the campaign reached over 1.5 million people, resulting in a frequency of 2.32. Although the campaign was not conducted as a brand lift experiment to measure precise brand awareness improvement, the efficient CPMs and strong delivery strongly indicate an increase in brand awareness for Donut King.

Lessons Learned

  • Native ads (ads that look like social posts but are served as programmatic Display ads) was performing well, it had a higher engagement than Display or Social ads, with the benefit of being contextually relevant across to target audiences.
  • Quite a number of organic posts were amplified during the campaign. We learnt that with the given budget, it’d better to amplify less content. This would give Meta more chance to optimize resulting in more engagement per amplified post.