Key Takeaways

• Immediate delivered a 360-degree campaign for Boursin, leveraging inspiring content and creative activations across multiple touchpoints.
• The campaign successfully broadened Boursin’s perception from a festive favourite to a versatile, aspirational summer essential.
• The dedicated campaign microsite saw users browse for four times longer than the benchmark dwell time.
• The campaign drove significant uplifts, including a 21% increase in prompted awareness and a 17% increase in intent to purchase.

Client Quote

“I loved working with the Immediate Media team – they were professional, collaborative and creative experts. This campaign brilliantly showcased Boursin’s versatility, making it perfect for summer gatherings with visually stunning and delicious content.”  
– Anna Petsi, Senior Brand Manager, Boursin  

The Challenge

While Boursin is a much-loved festive staple, the brand wanted to significantly enhance its presence during summer social occasions. The core challenge was two-fold: to position Boursin as a premium, aspirational brand while simultaneously highlighting its versatility for a wide range of uses. Immediate needed to encourage a broad, yet relevant, audience (25-54-year-old food lovers) to see Boursin as a way to elevate their everyday dishes and moments throughout the summer.

The Plan/Execution

From a creative standpoint, the campaign was built around beautiful stills and video imagery that captured Boursin’s signature style and leveraged the product’s versatility to create a super-premium, summery feel.

Immediate accessed home cooks through a range of touchpoints, including:

• The Summer Begins with Boursin microsite, housing six inspiring and delicious new recipes (three with videos featuring Good Food’s Ailsa Burt), plus three articles offering hosting top tips for summer occasions, such as picnics and barbecues, and a competition to win a luxurious summer hamper. 
• Print DPS advertorials and display pages in Good Food and olive, as well as sponsorship of the olive August issue, including a ‘Cook the Cover’ recipe. 
• Targeted, contextually relevant digital takeovers across Good Food and olive. 
• Social traffic drivers, including three TikTok recipe videos, also made with Ailsa. 
• Sponsorship of the Summer Kitchen at the Good Food Show where the Boursin recipes were re-created live in front of 100,000 visitors. 

The Results

The campaign was highly engaging, and Immediate’s audiences were very receptive to the creative approach. The partnership not only achieved its primary objective of increasing awareness but also led to significant uplifts across the board.

Key performance metrics included:

• Microsite Engagement: Users browsed the microsite for an average of 73.15 seconds, which is four times longer than the benchmark dwell time of 18 seconds.
• High Competition Entry: More than 5,000 people entered the competition to win a luxury picnic hamper.

Post-campaign Impact Lite research with 1,170 people revealed the following uplifts among those who recalled the campaign:

• 21% in prompted awareness
• 17% in intent to purchase
• 16% in consideration
• 12% in preference