Seeds of Change: How Seeds of Change sharply increased sales - IPA Effectiveness Awards Case Study 2006

Brief Description: During 2005, Seeds of Change (SOC) tasked a cross-agency team with developing a powerful engagement strategy that could grow the size of their 'heavy buyer' audience. The strategy was to develop a branded content idea that could connect the brand more precisely, longer and deeper with this audience, all for no increase in spend. The idea we created was a foodie photography competition, run through Observer Food Monthly, with the open brief 'Feed Your Imagination'. It is now the UK's most popular photography competition; sales increased +34% (vs. +18% in 2004); and, in line with strategy, growth came through the doubling in size of SOC's heavy-buyers. Using a generic profit margin they calculate that for a redeployment of a similar spend they generated an incremental £600k profit ;---(TAGS)--- Full Title: How Seeds of Change sharply increased sales by using branded content to create a "foodie fan club" ; Number: 2006/37 ; Brand Name: Seeds of Change ; Client: Seeds Of Change, Masterfoods ; IPA_ProductCoding: Food (Organic, health, speciality, special diet etc.) ; Agency: TBWA\London ; Author: Daniel Joseph ;