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GoodLukk cookies

In 2016, The Reference created an original website for Jules Destrooper which paid tribute to the company's heritage and authenticity. It went down so well that Jules Destrooper also entrusted us with the new direction for their social communication last year. While looking for unique content, we came across the story of the Lukke. This led to the #goodLukkcookies, the recurring theme throughout their social campaigns.

Social posts ‘Top topics’

Jules Destrooper also stands for quality in its communications. When working out the social strategy and content calendar, we certainly wanted the heritage, authenticity and premium ingredients to stand out. The rich history of Jules Destrooper’s butter waffles – also known as ‘Lukke’ in West Flanders because people would give them to their loved ones at the end of the year to wish them good luck – inspired us to start using the cookies to send people ‘geLukk’ online too. This led to a series of top topicals and the first #goodLukkcookies post for Friday the 13th.

The #goodLukkcookies on a mission

The starting shot was fired for Jules Destrooper's true online mission: to replace all ‘bad’ cookies with #goodLukkcookies. This led to several animated mini campaigns, based on top topicals. This will also remain Jules Destrooper's goal in the future, to use their delicious cookies as the ultimate lucky charm for all occasions.  

Campaign #1: the World cup

And then there was the World Cup. The Red Devils, the Belgian national football team, powered their way into the semi-final. Could the #goodLukkcookies go along for the ride in some way? The Reference and Jules Destrooper joined forces to wish the team good luck. In no time at all, we developed a series of animations which took two possible scenarios into account: celebrations if the team won, consoling words if they lost. They were always posted online immediately before and after the match.

Campaign #2: back to school

We took things a little further for the start of the new school year. Through the social channels, cookie lovers were encouraged to wish their favourite person ‘geLukk’ for the new school year. This could either happen in real life with a unique cookie tin, or via a Drupal minisite where you could generate and share a #goodLukkwish. This led to some very appealing and entertaining wishes being shared on Facebook. To complete the picture, The Reference even created some Jules Destrooper emojis: now you can always have a touch of ‘geLukk’ in your pocket, on your mobile. 

Results

The results were successful. Various #goodLukkcookies posts achieved as much as a 3% engagement rate, which translates into a huge response to the appealing videos. And that means likes, shares, reactions… People responded in huge numbers. On several occasions, we tripled our usual reach. This has a positive effect on brand familiarity. Finally, the ongoing positive reactions show that we are well on the way to turning Jules Destrooper into a fully-fledged ‘love brand’: a brand which is able to connect with the world view of its fans and which even puts the fans themselves in the spotlight. 

If you would like some ‘Lukke’ too, don't forget to download the emojis via the App or Google store. Good Lukk!

 

About Jules Destrooper

In 2016, The Reference created an original website for Jules Destrooper which paid tribute to the company's heritage and authenticity. It went down so well that Jules Destrooper also entrusted us with the new direction for their social communication last year. While looking for unique content, we came across the story of the Lukke. This led to the #goodLukkcookies, the recurring theme throughout their social campaigns.

jules destrooper

The Reference's enthusiasm has brought Jules Destrooper a lot of ‘Lukke’. 
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