The Brief
For Lyle’s Golden Syrup, Pancake Day is the biggest day of the year. Even bigger than Christmas!
So as their social media agency, it’s always imperative we cement their status as the number one topping of choice.
This year, our brief was to get the party started with Lyle’s Absolutely Golden Breakfast Disco – a campaign which looked to turn stale pancake flippings into a fun and funky family event!
And instead of pancake day… we made it a month!
Across their social media channels, our challenge was to supplement the campaign’s main creative with pancake recipe content, influencer outreach and engaging competitions – the goal being to increase awareness of the product and make it a crucial purchase on pancake day (and beyond).
Our Approach
The main campaign creative organised by PR Agency, Brazen featured DJ Gemma Atkinson hosting her own Breakfast Disco, so we sought to complement the content by reaching out to two of our favourite creators, JimLad and Kim-Joy.
As part of a Pancake Day shoot at Powerhouse Studios, Jim and Kim-Joy were able to showcase the transformative power of Lyle’s in a series of fun and off-the-wall videos, which became key pieces of content for Lyle’s TikTok, Instagram Reels and YouTube.
Alongside this main creative, we also created a selection of SEO-relevant pancake recipes for all of Lyle’s social channels and drove engagement through a huge Breakfast Disco Kit giveaway.
Followers could win Golden Kitchen Aids, Golden Disco Balls and so many other incredible prizes!
We also ensured all of this content was fuelling engagement within our community by creating a series of interactive posts to encourage followers to answer questions and have a laugh about all things disco.
The Results
Our planned KPI was a hefty 9 million impressions… but in the end, we managed an incredible 15.9 million!
Not a bad (pancake) day’s work in the end…
