362% uplift in sales
5m+ video views on social
12%+ social engagement
274k social interactions
Tortilla chip brand Manomasa was founded in 2012, with their delicious, innovatively flavoured products quickly gaining a passionate following among the food cognoscenti. But after five years the brand wanted to broaden product awareness, increase market penetration and boost sales.
This was the first outing for the brand so we commissioned audience research to narrow our target audience. Extensive research into preferences, occasions, habits, purchase behaviours and drivers, as well as wider insights across the category, enabled us to clearly define our target audience as ‘Inspired Food Explorers’.
Manomasa’s brand oozes Latin American spirit, so our job was to land the brand and product by encouraging our Inspired Food Explorers. This led to the creative proposition ‘Serve spirit not food’ and the strategy of devising a truly integrated campaign built on the idea of six brand mantras, or #manomantras.
We knew that the key to the campaign’s success would be to develop a vibrant and distinctive visual identity that brought this creative proposition to life. So we commissioned renowned Spanish street artist Ricardo Cavolo to bring these brand mantras to life, lifting our brand perception and credibility among our audience.
The campaign was activated across an optimised range of media including OOH, social and face-to-face pop-ups ate food festivals.
For an unknown brand on a comparatively modest budget, the results exceeded every expectation. Manomasa benefited from over 179 million impressions across all channels and five million video views on their social channels. The #manomantra Instagram competition racked up 69,000 earned reach and delivered a 1,238% uplift in traffic to the Manomasa website.
But we didn’t just achieve reach; our audience really bought into the brand and our campaign. It generated 274,000 social interactions and a huge social engagement rate of over 12%, which lead to an incredible 362% year-on-year uplift in product sales.