Launching Possum Magic Coin Collectors Series
A PR only campaign to launch a partnership with Royal Australian Mint to release limited edition $2 coins featuring designs from the iconic Australian children’s book Possum Magic.
Our Woolworths customer community is varied, however with the inclusion of Possum Magic, we were also targeting three generations of readers and potential coin collectors. This meant a multi touch point strategy was required to maximise reach.
A major earned media campaign was launched, featuring Mem Fox, author of Possum Magic. This resulted in a 7-minute segment on Today Extra, coverage on ABC, News Corp, Kidspot, Essential Kids and leading radio networks’ websites and social platforms; resulting in multi-platform coverage featuring the campaign messages.
A media release, utilising PPR’s unique local media distribution platform, explained the launch of the limited edition $2 coins and included quotes from Mem Fox and Royal Mint Australia CEO, Ross MacDiarmid; and local Woolworths Store Managers.
Woolworths partnered with four leading Australian influencers – Fat Mum Slim, Absolute Amy, House of White and Stay at Home Mum – through a social campaign to further drive the messaging around making coin collecting cool again.
The PR only campaign resulted in the $15 coin collector’s albums selling out within the first week (of a three week campaign). With further albums produced, the final number of albums sold was 20% than original forecasted sales.
You can see a wrap of this campaign here.