DFO | Brand Refresh 2024
After 5 years, DFO launched a new brand aesthetic to reflect the significant consumer and category changes, ensuring they were reaching their target market in the most effective way to drive commercia success within the competitive category.
iD was engaged to support the roll out of the new brand across social media, including strategy development and execution.
iD developed an extensive strategy encompassing four key campaign stages – an initial soft launch, the first new brand campaign for the Big Brand Sale, a national competition, and a large-scale hard launch. iD managed paid and organic activity across Facebook, Instagram, TikTok and Pinterest, a new platform for the brand, as well as an extensive influencer campaign across Instagram and TikTok.
CLIENT OBJECTIVES
Increase national brand awareness via a high reach campaign.
Increase market share and penetration across key regions as a result of refreshed brand creative.
Increase visitation and frequency.
DELIVERABLES
473 pieces of organic and paid content were published across 4 social channels
7 influencer partnerships delivered 11 pieces of content
168 pieces of in-feed Meta content were published
280 Meta ads were published across DFO’s 7 Local Centre and National Facebook and Instagram accounts
8 Pinterest ads were published
6 TikTok ads were published
OUTCOMES
Brand awareness among customers increased to 68% (+4%) across the 4-month campaign, positioning DFO above online shopping juggernaut The Iconic
Customer preference rose to 13% post-campaign, from 11% in December 2023
DFO ranked 1st for value for money against all competitors
META
8.1 million impressions on Meta, reaching 3.3m users at a frequency of 2.16
Average CPM for the campaign of $2.03 (compared to the Facebook and Instagram combined average of $10.55*)
Average engagement rate of 6.59% (compared to the Facebook and Instagram combined average of 1.17%^)
PLATFORM RESULTS
TIKTOK
1.5m impressions on TikTok
Average CPM for the campaign of $3.47 (compared to the industry average of $10*)
344k impressions on Pinterest
Average CPM for the campaign of $2.11 (compared to the industry average of $2.00-$5.00 for brand awareness campaigns*)
INFLUENCEERS
Over 1.8 million plays across 11 pieces of content
Average CPM of $4.12
An average engagement rate of 2.42%
*Industry benchmarks sourced from AdRoll’s ‘Social Media Ads Cost Breakdown’, July 2024
^Industry benchmarks sourced from Hootsuite’s ‘Average Engagement Rates for 12 Industries: Retail’, July 2024