Popular brand Tilly’s Guilt Free is an Australian made and owned, low calorie, artificial sweetener-free frozen dessert alternative for those who are pursuing a health journey but don’t want to miss out on delicious treats.

The Social CliQ was tasked with launching Tilly’s on social media to ultimately increase brand awareness, and implement an always-on campaign to drive in-store purchases.

Through leveraging a community of health/fitness/lifestyle influencers, our ultimate goal was to build an online community and subsequently drive traffic in-store. Various sales at Tilly’s stockist Woolworths also needed to be promoted across both the brand’s Facebook and Instagram accounts, along with a general increase in brand engagement. 

In order to successfully drive traffic in-store, we bolstered the brand’s Facebook page with value-adding content (think: recipes, giveaways and testimonials) to engage followers and encourage them to become part of the Tilly’s community. 

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A second strategy included the use of Facebook Ads to increase follower growth, build brand awareness and advertise in-store promotions when relevant. This strategy utilised Instant Experiences and video views for these promotions, and featured call-to-actions in the form of ‘learn more’ buttons and swipe-ups to direct customers in-store when Tilly’s was at a reduced price.

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Finally, The Social CliQ determined the use of health and wellbeing micro influencers (those that have under 10K followers) to be another important element of the Tilly’s promotional strategy as they reflect the brand’s lifestyle and target market.

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