Yowie World

The Brief

Take an iconic Australian chocolate, Yowie World, and build the same level of brand affinity within the U.S. market through a multichannel marketing strategy. In the beginning of working with the team at Yowie, it was clear the efforts needed to be targeted to reach the audience within the category effectively. We developed a marketing strategy and annual marketing plan in alignment with their key business objectives, core target markets and seasonal peaks and troughs. Our strategy is focused on creating engaging educational and playful content that provides a relevant play and learn resource for parents and keeps Yowie top of mind as the smarter treat for kids. Our digital-focused strategy is aimed at driving traffic back to the website and converting email subscriptions.

Together We…

We have worked with the team at Yowie on all marketing activity and consumer touchpoints from qualitative and industry brand research to developing kids activities to distribute through social media channels. We manage all Yowie social channels across YouTube, Pinterest, Facebook, Instagram, Twitter, and TikTok. Consistent high value content creation supports our focus on channel growth and in maintaining an engaged Yowie community. We created and delivered a colourful and immersive custom WordPress website for Yowie that brings their characters to life. The website educates, entertains, and inspires families to go on a journey to learn about endangered species and their habitats by providing a large variety of easily accessible and free downloadable activities and games.

Our digital strategy for Yowie is to always be on with the addition of each new Series launch to keep the Yowie brand fresh and exciting with new collectibles. We use Google Search and Display Advertising to drive traffic back to the website and increase database growth through playful educational content. Each year we manage and facilitate a variety of photography and video shoots for Yowie, coordinating photographers, videographers, actors, scriptwriters, parents, and kids! From concept to creation, we assist in all aspects of bringing Yowie to life – assisting with venue sourcing and hire, styling, and prop selection, through to talent management. These photoshoots and video shoots align with key campaign objectives (new products, new series) and seasonal promotions.

The Outcome

A dynamic strategy has resulted in increases across all key digital KPIs relating to driving new and existing customers to all digital touchpoints. Consistently optimising and allocating resources to specific channels gives us the best opportunity at reaching our target market and increasing sales both in the Australian and U.S. markets. We are continuing to refine the brand through understanding consumer insights and looking for creative ways to bring Yowie to life that resonates.