[JUDGING] Glenilen Farm
Section: Best Multiplatform Campaign - Paid
Organisation Name: Glenilen Farm
Campaign Questions
Name Of Brand Client
Glenilen Farm
Campaign Name
Brand 2025/26
Personpeople Who Led This Campaign
Adam Taylor, Giorgia Esposito and Angela Tafalla
Do You Use Alt Text In Your Images And Caption Your Videos
No
What Objective For Campaign
Operating in Ireland's highly saturated yogurt market against larger, better-funded competitors, Glenilen Farm launched a genuinely social-first paid strategy in 2025 to accelerate growth for its Natural 500g and Kids Pouches ranges. This approach moved beyond traditional campaigns, establishing clear, measurable objectives to ensure accountability.
Key quantifiable targets included:
Delivering over 45.2 million social impressions, reflecting the brand's intent to compete effectively on visibility.
Achieving 31.8% reach among the core ABC1 Family audience, ensuring media efficiency was precisely aligned with the target demographic.
Operating within a stringent €74,501.40 budget over an 18-month period, stretching across three platforms and two distinct product lines.
Beyond these immediate performance goals, a critical strategic objective was to demonstrate the superior efficacy of a rigorous, data-driven test-and-learn approach to paid social. This marked Glenilen's first serious investment in continuous A/B testing and agile budget reallocation. Concurrently, the campaign addressed distinct commercial imperatives: sustaining category leadership for Natural 500g amidst intensifying competition and establishing meaningful market share for the nascent Kids Pouches range within an emerging segment.
Outline Your Strategy For This Campaign
The strategy was meticulously built around Glenilen's core audience, health-conscious ABC1 families aged 25 to 54, a deliberately specific demographic definition that shaped every subsequent planning decision rather than serving as a loosely applied targeting layer.
The approach rested on three core pillars:
Content: Creative emphasized healthy habits, eco-living, and authentic family moments, utilizing social-first formats tailored per platform. This meant relatable scenarios like lunchbox prep and breakfast routines, avoiding idealized advertising.
Seasonality: Promotions aligned with key family moments (e.g., back-to-school, summer) to maximize engagement when families were most receptive to food-related content, rather than an undifferentiated always-on presence.
Platform Mix: Data-driven selection ensured audience incrementality. Meta provided broad scale (47% spend), while TikTok reached an incremental younger parent audience (47% not present on Meta). Pinterest captured recipe-seeking users largely absent from other platforms (37% beyond Meta, 45% beyond TikTok). This justified a weighted budget allocation reflecting audience overlap, not default assumptions, with the remaining spend split strategically across TikTok and Pinterest.
What Were The Outcomes For This Campaign Metrics Next Question
The campaign achieved exceptional outcomes, demonstrating remarkable effectiveness despite a competitive environment and modest budget.
It delivered significant visibility, generating extensive social media reach, exceeding initial aspirations. This was accomplished with notable cost efficiency, indicating highly optimized media spend.
Engagement levels were robust, with audiences actively interacting, particularly where deeper content consumption was observed, far surpassing typical benchmarks.
Paid social activity drove brand engagement, leading to a substantial uplift in direct online interactions and confirming the campaign's ability to convert social interest into brand exploration.
Commercially, the campaign yielded profound positive impacts. The brand experienced considerable growth, with flagship products seeing significant sales increases. Crucially, newer product lines achieved substantial market share gains, a challenging feat in an established category. Glenilen's efforts also contributed positively to the broader product category's growth, underscoring its leadership and influence.
The campaign delivered 66.4M impressions against a 45.2M target, generated 3.14M video views, increased engaged website sessions by 96.5%, grew Glenilen Farm by 23%, increased Natural 500g sales by 29%, and doubled Kids Pouches market share from 8% to 16%.
What Are Your Metrics For This Campaign Real Metrics Please
The campaign exceeded nearly every major KPI set against it, despite operating in a highly specialised, intensely competitive market on a constrained budget relative to category norms.
Reach & Impressions: Achieved 66.4M impressions against a 45.2M target, with Meta contributing 33M (vs. 22.5M plan).
Cost Efficiency: Optimized CPM was €0.80 across Meta and Pinterest, significantly better than the €1.20 target. Meta's cost per ThruPlay was €0.018 (vs. €0.038 target), and TikTok's cost per 6-second video view was €0.017 (vs. €0.022 target), demonstrating superior efficiency across platforms.
Engagement: Generated 3.14M video views (vs. 1.88M objective). Pinterest showed a 31.79% completion rate, well above the 21.83% benchmark, indicating deep audience engagement.
Conversion & Business Impact: Engaged sessions on Glenilen Farm's website surged by 96.53% from Q1 2025 to Q1 2026, proving effective social-to-web conversion.
The commercial impact was substantial: Glenilen Farm's overall brand grew by 23% in FY2025. Natural 500g sales increased by 29%, and Kids Pouches doubled its market share from 8% to 16% within the year—a rare feat for a new product. This activity also contributed to significant category growth for the broader 0% Fat 450g pouch segment, demonstrating Glenilen's category leadership despite its smaller size compared to competitors.
Is There Anything Else You Want To Add Be Brief
Beyond impressive outcomes, the campaign's core innovation was strategic: a deliberate shift from polished FMCG advertising to raw, relatable authenticity, validated by data. The brand ambassador model (nutritionist Daniel, "real mum" Aisling) provided expert credibility and genuine relatability.
Crucially, A/B testing raw user-generated content (UGC) against polished recipe videos revealed UGC drove 2.4x higher completion rates in the third burst, fundamentally shaping future creative.
Instead of assuming premium FMCG creative was best, a test-and-learn framework challenged conventions. Continuous testing showed authentic UGC outperformed polished content by 2.4x on completion, redefining Glenilen's social approach.
Equally innovative was the agile, test-and-learn operating model. Glenilen's first year of continuous A/B testing and real-time budget reallocation was exemplified by a mid-campaign shift to Pinterest based on early data. This data-led agility, adjusting strategy mid-flight rather than rigid adherence, was rare, especially for a constrained budget. This blend of authentic creative and agile execution empowered Glenilen to compete and lead against larger, better-funded competitors.