Gü Desserts
Strategy, Partnerships, Influencer & PR.
A brand new property we’ve created to increase purchase, engagement & database sign up
Content from Sagal Ibrahim & Libby Faulkner.
With indulgent treats brand Gü we have launched Gü’s Home Cinema, inviting customers to sit back and enjoy their most indulgent night in yet - an evening at home pairing the latest movies with Gü’s indulgently layered treats.
“We are delighted to be working with elevenfiftyfive and Goodstuff for the launch of Gü Home Cinema, aligning modern indulgence to cultural conversation. Emily is perfectly aligned to our audience and provided a fantastic opportunity to support our new positioning, moving Gü from the dinner table to the sofa. ”
WHY
Gü’s media agency Goodstuff engaged us with a brief to increase purchase, engagement and database sign up. Our solution was to create a scalable and repeatable property, Gü Home Cinema, which encouraged and enabled customers to create an indulgent night in. We launched with Warner Bros latest hit movie, Emily, which tells the imagined life of one of the world’s most famous authors, Emily Brontë (played by the magnetic Emma Mackey), as she finds her voice and writes the literary classic Wuthering Heights.
WHAT
To launch, we employed an influencer marketing strategy to promote the campaign; sending selected influencers Gü’s multi-layered indulgence hampers, to enjoy on the sofa whilst hosting their very own indulgent night in with Gü & Emily. The aim was to inspire consumers and get them thinking about how they too could enjoy their own indulgent night-in.
Strategy.
PR & Influencer engagement.
Unique (and delicious) collaboration between Gü and Warner Bros.
Supporting paid social activity was also used to reach target audiences and drive customers to an exciting competition, which they could then enter for a chance to win their very own Gü Hamper.
IMPACT
2.42m paid media reach.
221,426 total reel reach from influencers.
2.37m OTS via Warner Bros, including additional influencers who shared campaign details on stories, + Warner Bros UK IG, + Warner Bros newsletter.
18,600 Gü newsletter sign ups.
8,289 total likes.
Emily is available to buy and rent at home now.
Kate Murnane
Jessica & Claudia Kellgren-Fozard