Reviving an iconic brand and driving customer acquisition through a targeted Word of Mouth campaign.
CLIENT
Mars Belgium - Miracoli
CLIENT OVERVIEW
Miracoli is an iconic Italian brand, known for its pasta and sauces, offering authentic Italian flavors to homes around the world.
Challenge
Miracoli faced declining brand awareness due to years of limited communication. The goal was to rekindle interest in the brand, attract new customers, and remind existing ones of the product’s versatility and flavor.
The campaign needed to highlight the practicality and variety of Miracoli sauces to a modern audience, driving both awareness and customer acquisition.
Solution & implementation
We created a word-of-mouth campaign, selecting 2,000 consumers to try Miracoli. They shared UGC, distributed vouchers, and engaged with their circles. Top content was used in a media campaign.
Recruitment
5,910 candidates applied, and 2,000 were selected based on brand fit, social media activity, and purchase behavior.
Engagement
Participants created UGC, shared their experiences on social media, and distributed discount vouchers to friends and family, generating authentic buzz.
Feedback & Results
The campaign generated over 1,600 pieces of UGC, far exceeding expectations. It provided valuable insights into consumer preferences and helped drive a visible sales uplift.
Product Testing
Participants received a variety of Miracoli sauces to test at home, allowing them to experience the product in different ways.
Miracoli sauces are super convenient. Tasty and easy to use, they save me on busy training days with the kids. I can make a delicious meal in just 15 minutes!
Rachel F.
Experience
They were encouraged to share their experiences both online and offline, guided by tailored messages and missions. They also received exclusive promo codes, for them to enjoy and extend special offers to family and friends.
Key results
The campaign generated significant enthusiasm for Miracoli, driving engagement and high-quality UGC. It also contributed to customer acquisition and increased brand awareness.
83%
of ambassadors intend to continue purchasing Miracoli products.
1,6K+
posts have been shared on social media & collected in our gallery.
5,9K
Foodsters applied to test Miracoli sauces.
Client's testimonials
What sets ambassador campaigns apart is the authenticity and the close connection with consumers, which is often lacking in traditional marketing. I highly recommend Foxmango; the collaboration was seamless, and it was truly a pleasure to work with them.
Julie Desmette
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