Case Study

Fairy Bread Day was Nice, Different, Unusual

Tags

Activations, Media, Public Relations, Social Media

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THE SITUATION

• Dollar Sweets is a Melbourne based and family owned manufacturer of confectionery and cake decorating products, that supplies products to all major grocery outlets, food service wholesalers and other major Australian manufacturers.
• With the hugely popular 100s & 1000s being one of its hero products, it made sense for Dollar Sweets to acquire the rights to Fairy Bread Day in 2020 – an annual charity (est. in 2014) that was launched as a joke between two mates, and celebrates Australia’s love for fairy bread.
• UMM was approached to create brand personality and awareness for both Fairy Bread Day and Dollar Sweets in its foundational year in 2020.
• Following the success of Dollar Sweets’ debut Fairy Bread Day campaign, we were again asked to work on Fairy Bread Day 2021, taking key learnings from our debut year. 

THE BRIEF

• Bring to life the Fairy Bread Day event for a second year, evolving the brand personality, generating increased awareness for Fairy Bread Day, driving sales for Dollar Sweets and garnering donations for charity partner ReachOut.
  

THE STRATEGY

• In entering our second year with Fairy Bread Day, we pivoted our strategy, implementing our learnings from year one to generate a bigger and better year for this national holiday. Building upon the personality of Fairy Bread Day which we established in 2020, messaging remained fun and uplifting, while opening space for conversations around mental health. 
• One of our key learnings from 2020 was that timing is crucial to securing media runs and so 2021’s campaign kicked off earlier. This bought us more time to kick start strategic conversations with charity partner ReachOut, secure long lead media, execute a brand and website refresh and soft-launch the campaign on social platforms earlier.
• The new strategy also saw a heavier focus on generating donation figures while also driving Dollar Sweets sales through supermarket stockist awareness. 
• A key part of 2021’s strategy was capitalising on opportunities that arose organically on social media that we could tie back into Fairy Bread Day.

WHAT DID WE DO

• UMM executed a 360º approach launching an integrated social, influencer, and media campaign, alongside further developing the brand partnership with ReachOut established in 2020. 
• UMM serviced an announcement press release to key Australian food, event and lifestyle media alongside recipe and general pitching, achieving widespread media coverage promoting the event. UMM also worked closely with the ReachOut PR team to organise interviews for ReachOut’s spokesperson Tracey Campbell and ambassadors, alongside Dollar Sweets spokesperson Miranda Higgins. 
• UMM created and sent out 55 Fairy Bread PR kits to influencers, as well as a selection of ReachOut’s youth ambassadors and government contacts. In return, influencers were asked to share content via TikTok videos, Tweets, Twitch Streams, and Instagram Stories and Posts with their audiences.
• Following a viral video of a giant portrait of Dan Andrews made from Fairy Bread, UMM secured and organised the public art instalment with Melbourne comedian and artist, Casey Gothard of a Fairy Bread inspired Kath and Kim mural. UMM partnered with premium local hospitality venue, Brunetti Oro, to host the large scale artwork which in turn, went viral. UMM organised a photographer to capture the instalment in real time which was then shared with the media alongside details of the event.  
• In a supporting social campaign, we reinvigorated Fairy Bread Day’s Facebook and Instagram audiences through a series of memes, recipe posts, charity awareness assets and Dollar Sweets promotional pieces all striving to support sales, drive donations and create hype around the day. 

RESULTS

• Fairy Bread Day 2021 raised a total of $31,944.81 for ReachOut.
• Stand out pieces of coverage included an editorial in The Canberra Times Print and Online, which was syndicated across 91 publications reaching 1,194,150 readers. Industry publication, The Baking Business, featured a full page story on Fairy Bread Day in both print and online, and our favourite foodie website, Taste, ran a story sharing the best Fairy Bread recipes.
• The Fairy Bread Day mural generated an onslaught of media coverage across major online, print, radio and TV outlets such as The Daily Mail, Pedestrian TV, NOVA, news.com.au, The Age, 9Kitchen, Sunrise, Channel 9, Channel 7 and Channel 10 News. The activation resulted in 35 pieces of media coverage, with a combined reach of 27,644,955.
• The influencer campaign resulted in 68 posts with a total reach of 1,059,914. The social campaign reached 845.2K people, generating 1M impressions and 114.9K engagements, whilst driving 6,235 link clicks to www.fairybreadday.com, leaving us with an overall campaign engagement rate of 13.60%. The Facebook event reached 1.1M people, in turn generating 16.9K total RSVPs. 

TESTIMONIAL