Automated Creative and APCO Worldwide joint campaign for Upfield - #ABetterPlanBasedFuture Wins PRWeek UK Corporate, City & Public Affairs Award
It was an honour to be presented with the award for Best Use of Social Media and/or Influencers in a Campaign, by PRWeek UK Corporate, City & Public Affairs Awards for our work with the APCO Worldwide Team for Upfield. Here is an overview of the “A Better Plant-Based Future Campaign”. Our mission was to improve the perception of plant-based margarine and plant-based diets and highlight the benefits for health and sustainability, whilst growing Upfield’s Instagram following.
Going plant-based has multiple social, environmental, and cultural implications and it has become so crucial in our current climate. Demystifying plant-based eating was, therefore, the main brief behind the #ABetterPlantBasedFuture campaign that we organised on social media with APCO Worldwide for Upfield. We used two Instagram campaigns to discover which creative triggers were most effective for UK and US audiences to 1) watch the full documentaries hosted on the micro-site and take action and 2) follow the Upfield Instagram handle.
It was by conducting extensive research into what triggers would work on our target market in the UK and the US that we came to the conclusion that all audiences, from meat-eaters to vegetarians, would respond better to stories of real people than to a brand-focused campaign. The research also proved that it would be most effective to run our messaging through social media, in order to reach people organically.
The campaign involved social media influencers launching trailers promoting documentaries about plant-based living as well as a partnership with Vice to run branded editorials. To make the documentaries even more interactive and impactful, there were two Instagram Live events running on Plant Based News’ account alongside the videos on Upfield’s own YouTube channel.
It was great to see the results of this activity: the hashtag #ABetterPlantBasedFuture reached 2.7 million, Upfield sales increased, and we saw a shift in how plant-based spreads were perceived by comparison to non-plant based products.
This was a concerted effort between Automated Creative and APCO Worldwide and we are proud to have been chosen among some very worthy nominees indeed.
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