We know that cultivating a competitive spirit is the very best way to drive interaction online.
That is why we created content that would spark and maintain interest in our Tabasco Campaign For Change.
Our aim was to devise a digital campaign that would integrate with the in-store activations and bring Tabasco's Facebook page to life through unique, engaging content with a long-term focus in mind. Content that would deliver on emotional attachment to the brand until the end of the campaign.
Our message? Tabasco can enhance any food type, a little Tabasco goes a long way and Tabasco is a brand that inspires new flavours.
At the centre of the idea was change. One area where change is especially prevalent is elections. We made Red Tabasco and Green Tabasco campaign against each other and our approach focused on the politics of food. Red and Green focused on what they can change forever and sparked heated debates among fans. Fans were asked to vote for their favourite flavour and could win a gallon of Tabasco for their participation.
We integrated political and pop culture figures in our creative and leveraged off newsworthy events to keep the Campaign For Change relevant and shareable.
We also implemented a Food24 sponsorship to build awareness. Social influencers also created the necessary talk-ability to develop and grow the brand's following on Facebook and Twitter. We rewarded them with personalised Tabasco products and got their votes too. Before the Campaign for Change, the Tabasco South Africa Facebook page had 152 fans. There was no integration on the page with any of their other social platforms.
