Project summary
Plush Pine Gel
Easter campaign
Plush Pine Gel launched an Easter-themed digital promotion designed to reinforce its #1 positioning while driving sales during a key retail period.
As the original Pine Gel, the brand introduced a virtual “Golden token” mechanic which later evolved into a digital token, hidden within select Pine Gel tubs and bottles online.
Turning purchase into play: An easter hunt for the #1 spot
To participate, consumers purchased Pine Gel, uploaded their till slip and embarked on a digital hunt to uncover the hidden token. One lucky winner could redeem the grand prize token for R5,000 in cash, creating excitement and urgency around the campaign.
Timed strategically around April and Easter, the promotion leveraged a high-traffic shopping period to boost engagement, strengthen brand equity and incentivise purchase through an interactive, gamified experience.
Project Scope
Competition Results
Total entries
These were the total user entries during the campaign.
Redemptions
In retail coupons
Sales Uplift
During campaign period
Digital Results
Total Video Views
These were the Total Video Views achieved during the campaign.
Total Engagement
Achieved during the campaign.
Total Reach
Across Meta and Youtube.
Share Increase
In the Pine Gel category.
Sales Uplift
In Shoprite stores during the campaign period.
Category Leader
Moved to this position during campaign period.
