Iconic national brand, Donut King, launched a marketing campaign to promote a new and exclusive partnership with PlayStation launching a limited-edition four-pack of donuts in the PlayStation controller shapes.
The dynamic campaign rolled out across multiple marketing channels, including paid digital, social, and video, influencer marketing, consumer activations, OOH and PR, with a consumer competition around the in-demand PlayStation 5 at the core.
Yomconnect developed the overarching media strategy for the execution and delivered all digital and social aspects of the campaign across a combination of programmatic advertising, social ad placements across Facebook, Instagram, TikTok and YouTube.
A centrepiece to the campaign were 3D digital assets and video which Yomconnect creative team developed with the support of Digital Cellars and Ralphie Creative Consulting.
The campaign also employed an innovative approach to influencer marketing, where a cohort of 100 micro influencers were engaged alongside 20 macro and top-tier influencers and over 220 pieces of influencer content were generated. Combined, this activity delivered 18 million impressions on campaign content in just 6 weeks, produced an exceptional 98% entry rate for the consumer competition and drove a 1000% plus follower growth on TikTok.
