The Lion King Ooshies™ collectibles campaign 2019

lion-king-collectibles

To celebrate the release of Disney’s blockbuster The Lion King, Woolworths ran an exclusive collectibles campaign where customers could collect limited edition Lion King Ooshies™.

Cartology clients had the exclusive opportunity to leverage this campaign and were integrated via two enticing consumer mechanics. Each brand was activated via a powerful 360° multi channel media strategy that connected brands with customers at the moments that matter most.

This collectibles campaign was Woolworths most successful collectibles campaign to date and delivered strong results for our Client partners.


Campaign performance

150m

average total impressions

11.2M

average 1+ reach

13.3

average frequency

55%

weighted average sales
growth vs LY

2.41pp

average share of category
increase vs LY

47%

average new
customers

15%

average number of repeat
new customers


 

What an outstanding campaign that was delivered by the team at Woolworths! Danone experienced strong sales results of 86% v's LY and 49% v's the previous 18weeks. We were also thrilled to see the campaign delivering 230million media impressions and that it brought 38% new shoppers to our brand with many of them repeat purchasing. We will definitely be keen to explore future opportunities with the Woolworths collectibles programs.
- Matt Jazayeri - Marketing & Sales Director, Danone
After recently refreshing our packaging and launching 11 new products, this campaign was extremely helpful in gaining awareness and driving sales with our target market. 61% of our sales were from new customers contributing to our sales growth of 32% v's the previous 18 weeks. The Cartology team are a pleasure to deal with and the analysis provided has been the strongest to date.
- Natalie Latimore - Arnold's Farm, Marketing Manager
The Lion King Ooshies campaign was an outstanding success for our brand. Our baseline and promotional uplifts increased by 10 times during the event, which enabled strong trial for new products that launched prior to the campaign.
Our brand received full 360 support, with multiple touch points evident in all weeks of the campaign including television support, catalogue, in-store POS, in-store displays and digital advertising. We experienced strong compliance and the support from stores was excellent. We couldn’t be happier with the partnership approach from Cartology, the integration of our brand and results delivered.
- Nestlé Purina Petcare
Woolworths and P&G have together achieved consistently strong results, but undoubtedly a recent highlight was the Collectibles Lion King program. When the power of the Woolworths Brand and P&G Brands came together to delight families by bringing a little bit of good to the weekly shop. We were able to achieve breakthrough results on Oral B, Gillette and Pantene brands. The Lion King in-store execution, from display, to floor stickers, to bus stops, created a “something’s happening” vibe which allowed our brands to shine bringing in new shoppers, and bigger baskets with existing shoppers, which lead to our overall goal of total category growth.
- Alicia Eggington - Woolworths Customer Director, P&G

 

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