A digital game strategy that boosted sales by 60% during back-to-school season
What we did
Branding Collateral Development
Unified Visual Language
Created brand story
Enhanced product categorization
Improved navigation
Streamlined user experience
Credits
Tracey Felicidade Jones
Bruno Felicidade Jones
Leoni Joubert
Zelna Forsyth
Client Background
Dr. Oetker stands as a global food and beverage powerhouse, commanding over 40% of South Africa’s frozen pizza market share in 2021. Their flagship product, Ital Pizza, served as the cornerstone of their product line during this period, with the brand known for creative approaches in the consumer packaged goods space.
Challenge
After the December holiday festivities, Dr. Oetker faced a critical hurdle: South African consumers were shifting from “Christmas eating” mode into back-to-school routines following a month-long vacation. The brand needed to quickly recapture attention for Ital Pizza during this transition when family focus naturally turned toward school preparations. With consumer attention scattered across competing priorities, Dr. Oetker needed a fresh approach to spark renewed interest, strengthen brand recognition, and boost sales.
Strategy & Solution
Trace Brand Building created a solution rooted in understanding South African consumer rhythms, particularly the distinct back-to-school period. Recognizing the opportunity to reconnect with families through play, we developed the Dr. Oetker Memory Challenge.
The strategy centered on creating a digital experience that fit seamlessly into people’s lives during this seasonal transition. We crafted a game that was both entertaining and brand-reinforcing, weaving Dr. Oetker’s visual elements throughout the experience.
Facebook served as our primary platform, allowing us to reach families where they already spent time. We complemented this digital presence with strategic in-store advertising that reinforced the online campaign, creating a cohesive experience across touchpoints.
Implementation
The Dr. Oetker Memory Challenge launched as an intuitive, shareable digital game that quickly gained traction. Weekly leaderboard updates and social incentives fueled competitive engagement and organic sharing.
In physical retail spaces, point-of-sale materials grabbed shopper attention and connected the in-store experience with the online game. This multi-channel approach maintained brand visibility whether consumers were browsing social media or grocery shopping.
Results
The campaign generated exceptional engagement and clear business impact:
223,053 total game plays 8,927 social shares and 8,708 link shares, creating massive organic reach
7.3% engagement rate per impression (+150.90% increase) 2,015 new contacts added to the email list
Facebook engagement skyrocketed with 69,090 total engagements (+149.30%), 30,412 reactions (+415.81%), and 2,688 comments (+866.91%) Sales jumped 60%, exceeding initial budget targets by 22%
Client Testimonial
“Dr. Oetker has been working with Trace Brand Building since 2015, and Trace has consistently delivered exceptional results. They are a nimble agency that understands our needs and responds with high-impact strategies that drive real results. The Memory Challenge campaign exceeded our expectations, and we saw a significant lift in both engagement and sales. Thank you for your continued hard work and dedication.”
— Debbie Robertson, Marketing Manager, Dr. Oetker
Conclusion
The Dr. Oetker Memory Challenge shows how smart timing and playful engagement can transform a seasonal slump into a sales win. By meeting consumers where they were—both digitally and mentally—during the back-to-school transition, Trace Brand Building helped Dr. Oetker rekindle their connection with South African families.
Ready to create your own success story? Contact Trace to start your brand transformation today.
