Campanie
General Information:
Strategic approach:
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Shopping is a national sport in Romania, with "price-conscious" consumers actively searching for the best prices and promo offers. However, in a sea of sameness, where every retailer brings out its big guns of offers and discounts, it is difficult not to be skeptical about brand narratives claiming, "the best deal". THEN THERE ARE ROMANIA'S FINANCIAL EDUCATION STRUGGLES Romania ranks last in Europe in terms of financial education* (Eurobarometru, 2023), a problem that significantly impacts people's lives. Romanians have a dysfunctional relationship with money, filled with a lot of anxiety, always in a state of conflict, which makes it difficult for them to restrain their desire to take advantage of a great price deal and the desire to leave the checkout counter with more money in their pockets. OUR CHALLENGE: In these serious economic times, how could Kaufland, one of the largest retailers in Romania, help consumers make the best deals for their wallets? APPROACH: Despite the cost-of-living crisis dominated by shoppers' skepticism about low prices, Kaufland embraced humor and creativity to launch a witty and courageous online video series called "Masters of Shopping Deals" In an innovative format, this five-part series breaks down communication norms of promotional offers, focusing instead on user engagement and interaction. OBJECTIVES DIGITAL COMMUNICATION OBJECTIVES 1. AS YOUTUBE WAS THE MAIN CHANNEL OF OUR ONLINE VIDEO SERIES CAMPAIGN, WE WANTED TO OBTAIN: o Audience Expansion: Grow Kaufland's YouTube community by at least 2000 new subscribers within our two months of campaign. o Viewership Boost: Reach 5 million views with our campaign-related videos on YouTube by creating captivating content that resonates with a wider audience. o User Generated Content & Community Engagement: Create a sense of community by generating at least 2000 comments across our YouTube campaign video content, encouraging active engagement and participation. 2. MAXIMIZE THE COMMUNICATION IMPACT ACROSS ALL SOCIAL MEDIA PLATFORMS In addition, we aim to increase total reach and engagement across all Kaufland social media platforms compared to previous campaigns. BUSINESS OBJECTIVE Online-to-Offline Sales: Use our show as a catalyst for generating online interest and converting it into offline sales. Hence, our objective was to measure how consumers put into practice the 'combinations' learned from our online video content, including the usage of in-store promo offers or loyalty cards. |
Execution:
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