Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
SUNBEAM 100-YEAR EASTER
Project type
Driving conversion through a social-first, full-funnel ecosystem
Location
Australia
Overview
Easter represents a key commercial moment for Sunbeam, with sultanas positioned as the essential ingredient for classic recipes - hot cross buns & Easter baking. As part of the brand’s 100-year milestone, this campaign was designed to convert seasonal relevance into measurable action — using social as the primary driver of discovery, engagement & purchase.
The Challenge - A layered consumer journey moving from inspiration to action.
While the campaign has strong creative and promotional assets — including a premium Gift with Purchase (100-Year Commemorative Tin + Digital Cookbook) — The core challenge was simplifying this journey into a clear, performance-driven system that would convert attention into action at scale. — from discovering a recipe on social, to purchasing ingredients, to completing the experience through post-purchase claim.
Social discovery → Recipe engagement → Product purchase → Post-purchase claim
Approach
Defined a clear north star metric: Gift with Purchase claims
Built a full-funnel content system guiding users from inspiration → action
Developed platform-native video content bringing cookbook recipes to life, optimised for feed performance
Structured messaging to reduce friction and clearly communicate the path to redemption
Integrated seasonal relevance (Easter baking) with always-on product positioning
Execution
Rolled out a suite of high-performing video and static assets tailored to different funnel stages
Leveraged Meta’s paid ecosystem to optimise reach, frequency, and conversion intent
Aligned creative, media, and messaging into a single operating model to ensure consistency and efficiency
Balanced brand storytelling (100-year heritage) with conversion-led communication
Outcome
Transformed a complex promotional mechanic into a clear, conversion-led user journey
Established a repeatable campaign framework for seasonal moments
Demonstrated how social can function as a performance engine, not just a content channel
Key Takeaway
High-performing social campaigns don’t just create demand — they design systems that convert it.
By aligning creative, media & messaging to a single measurable action, the campaign turned seasonal engagement into tangible business impact.
