The challenge
Goldfish is a long-established US cracker brand for kids. After years of TV-centric advertising, the brand was losing its appeal among 8-12 year-olds, who associated it with a younger age group. Brand-owner Campbell's asked us to find a way to re-engage this audience and restore the brand's 'cool factor'.
Our insight
Once kids reach age eight and beyond, they begin to look to the digital space rather than TV as their main source of entertainment.
Our solution
Our idea was to create an online space where 8-12 year-olds could play safely with their friends and engage with the brand. In partnership with Nickelodeon, we developed the Goldfish Zone, an online property within Nickelodeon's digital environment.
Inhabited by the Goldfish characters, the Zone offered kids a socially dynamic interactive virtual world that leveraged Nickelodeon's popularity. The program included five interactive rooms that kids could move between, each with a unique activity theme in keeping with the Goldfish characters’ attributes and storyline. Through the chat function, kids could play alongside others, connecting with 'virtual' friends in the safety of the Goldfish Zone.
Alongside our digital activity, we also developed a high-impact print campaign in Nickelodeon Magazine to increase awareness and drive traffic.
The results
- 2:1 sales payback
- 7% increase in new purchasers, 8% rise in purchase intent
- Average of 5:36 minutes spent per game per week
