Compostic is New Zealand’s favourite brand of 100% home and commercially compostable resealable bags and clingfilm. For the past four years, founders Jon Reed and Josh Bowden have been researching and developing solutions to provide Kiwis with better options to pesky plastics starting with the kitchen.
Compostic has a very passionate and engaged likeminded audience.
They often promote, share and prioritise content across their social media that educates customers on proper recycling and composting techniques; and inspires them to look at their purchase habits across the board, not just in the kitchen. However recognising that this could be a niche (albeit growing) audience Compostic wanted a medium that would reach more customers, drive brand awareness and acquire more brand enthusiasts.
Using the LUMO digital screens across FMCG specific locations, they were able to engage and connect with shoppers in the moments that were key for new product discovery. This was particularly important to them as within Countdown, New World and Pak’nSave, their product is among thousands vying for shopper attention.
The LUMO screens enabled Compostic to show their products during different times of the day, and through their reporting systems and audience measurement system LENS, Compostic were able to keep track of how many people were seeing their campaign.
Before Compostic started their OOH journey, they were pretty prominent on social media, but often kept to a target audience who they knew shared their values. Although this approach was useful for talking to people who already loved their product and its values, Compostic wanted a way to widen their reach that wasn’t limited to social media or search engines.
During the week their campaign was live across the digital screen, they organised higher engaging content across social media platforms, to leverage their presence and make the most of their increased visibility.
In the future Compostic certainly will consider OOH as a strong part of their media mix, especially at strategic points of the shopper path to trigger the consumer memory on their way to stores.