Contagion takes out Yahoo! Digital Strategy Award for Tasti ‘Not Quite As Kiwi As’ campaign

Contagion, Auckland has taken out the Yahoo! Digital Strategy Award for its Not Quite As Kiwi As campaign for NZ snack brand Tasti.

Contagion created a multi-layered digital strategy aimed at driving reach, impact, engagement and conversation around the Tasti brand and its New Zealandness.

Kiwiana-themed ads on mass-reach local sites and rich media homepages directed people to the Tasti NZ Facebook page, where they could enter the ‘Kiwiest Kiwi’ competition. Consumer insights were used to drive relevant behavioural targeting among key audiences during snacking times, ensuring maximum frequency and efficiencies for the campaign.

The digital campaign reached more than four million New Zealanders, creating over 10,000 social conversations and has contributed to a 5% growth in attribution of Tasti as a local company.

Judges said that the entry demonstrated smart digital thinking and strategic planning that truly delivered against Tasti’s business objectives.

“Tasti’s digital media strategy cleverly used consumer behaviour insights to achieve impact, time-relevance and conversation with minimal media wastage,” said judge and Yahoo! New Zealand General Manager, Laura Maxwell-Hansen. “It is a great example of the way in which the flexibility of digital can deliver a highly-targeted communication and grow brand metrics.”

Fellow judges Helen Baxter, Managing Directrix of Mohawk Media, and James Fleet, General Manager of Australian online comparison website Comparethemarket.com.au, agreed: “Tasti delivered a successful multi-layered strategy that positioned them as an iconic Kiwi brand, creating impact with timely messages and seeding in excess of 10,000 social conversations,” Baxter said.

“Their Kiwiest Kiwi competition on Facebook also successfully reinforced the Made in New Zealand message.”

Campaigns were judged on their ability to deliver against key objectives using exceptional digital planning, and successfully addressing marketing and business challenges.

The Digital Strategy Awards are designed to recognise the role that digital media strategy plays in campaigns and in delivering against client objectives.