Odlums is one of Ireland’s most loved brands. So when Valeo Foods came to us with their Cake Club plans, we knew it was going to be a fun campaign to work on – not least because baking has been rediscovered by thousands as a popular pastime.
Their challenge
Odlums asked us to devise a social media strategy that would engage their audience beyond the ATL campaign.
Our answer
In response, we created compelling and engaging content on Facebook to engage the community and encourage them to bake and set up cake clubs.
- The content positioned Odlums as the community’s friend and supporter on their Cake Club adventure. Odlums supported the community every step of the way.
- The Facebook page started from scratch and to date over 16,000 people have liked it.
- Supporting this was a mobile site and Facebook application that allowed people set up their Cake Clubs, invite friends to join them, send out event notifications and upload their own Cake Club recipes, as well as asking Odlums for advice.
The app became the tool for Odlums to track and the level of engagement in the campaign on the ground. To date, over 550 clubs have been set up using the app, and over 750 events have taken place.