Campaign Objectives

The aim of this campaign was to promote the new Seeds of Change packaging and new pasta and Indian sauce range.

Seeds of Change wanted to ensure users realised all their products are organic and had a great taste factor. Seeds of Change also wanted to cross promote the 'dig your dinner' message from their own site.

Campaign Structure

To execute the message we built a bespoke micro-site with interactive 'virtual garden' application, the first of its kind on Channel4.

Micro-site areas included Seeds of Change product information, recipe ideas and growing tips plus two competitions fitting the Seeds of Change brand.

Beside the micro-site we ran logo sponsorship on the following food pages from March to November 2008: Willie's wonky Chocolate Factory, A Cook's tour of Spain and Chateau Monty

Summary

Microsite traffic:
59,152 page impressions
31,656 unique users
1.9 pages generated per user

Game:
19,874 plays
2,656 signs ups to game

Average dwell time was 5.01 minutes on game
Average dwell time was 2.10 minutes on site

642 users subscribed to Seeds of Change Marketing

Results

Traffic Drivers
Traffic drivers and homepage takeovers = 12,495,622 impressions
Generating over 10,000 clicks (0.09%)

Added Value
Over delivery of 695,622 impressions were served throughout the campaign