Monthly Archives: August 2021

UNCLE TOBYS Launches into Plant-Based Milk Category via Connecting Plots.

Uncle Tobys is bringing their 125 years of oat experience to the plant based milks category in launch campaign via Connecting Plots.

In an already cluttered and fast-growing plant-based milk category, the campaign draws on the 125 year reputation of UNCLE TOBYS as a trusted oat brand to deliver a simple and concise campaign message – that Australia’s favourite oats are now available as oat milk.

The campaign rollouts across digital, social and out of home promoting the deliciously creamy product range which includes Original Oat Milk, Barista Style Oat Milk and Oat & Almond Milk.

“We’re delighted to have been entrusted with launching this new product for UNCLE TOBYS into the Aussie market,” says Connecting Plots’ Group Managing Director, Tom Phillips. “UNCLE TOBYS Oats comes with an incredible legacy – that red box has been a staple in our pantries for years.”

“Oat milk is the fastest growing emerging segment in the plant-based milk category,” adds Nestlé Business Manager, Anna Stewart. “There’s no denying we love and know our oats at UNCLE TOBYS so this was a very natural progression for the brand. We’re really proud of the result – it’s delicious and creamy and, just like our oats, Australian made.”

The UNCLE TOBYS Oat Milk range is available for purchase from the long-life milk aisle at Coles and select IGAs.

Connecting Plots launch branded AR lens filter for Schwarzkopf x TikTok

Connecting Plots has created a branded AR lens filter for Schwarzkopf and TikTok.

#Live Colour Change celebrates Schwartzkopf’s passion for hair, by inspiring their audience to create their own style and experiment with new and different looks with the bold and adventurous colours featured in the live colour range. 

This campaign was brought to life through a Branded Effect and Hashtag Challenge package (including 1x TopView and 1x One Day Max), and supported by InFeed ads. The purpose of the branded effect was to allow the TikTok community to ‘try before they buy’ and ultimately to drive purchase consideration once they have interacted with the branded effect and seen what they look like with different hair colour.

The campaign reached at least 4M Australian’s, by delivering over 32M ad impressions at a cost effective CPM of $6.78. On top of the incredible reach, the community embraced the interactive and fun branded effect, creating 3,739 pieces of UGC (more than 50% of which used the #, branded effect and official music, 17x vs benchmark). The combination of ad formats across reservation and auction drove a lift of 8.9% in ad recall, 2x vs Kantar norms for the personal care category. More importantly, the campaign delivered a lift of 5.02% for purchase intent, delivering on the campaign objective of driving consideration.