Campanie
General Information:
Strategic approach:
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Context The Romanian kitchen is constantly evolving, adapting both in terms of dietary styles and the adoption of new appliance technologies. ARCTIC is growing alongside Romanian families while also expanding its reach to younger consumers, who tend to prefer brands with international appeal when it comes to technology. Young people, especially Millennials and Generation Z, see healthy eating as an essential part of their physical and mental well-being. They prefer whole, organic, and plant-based foods while avoiding processed options, which 79% consider unhealthy (OUR FOOD, OUR FOOD SYSTEM – What Generation Z wants from a healthy food system). According to McKinsey, Millennials are increasingly choosing organic and natural products (McKinsey, Millennials go organic), while Gen Z places a strong emphasis on health, sustainability and ethical sourcing. This generation is also more adventurous in their food choices, embracing global flavors and fusion cuisine. Additionally, a 2022 survey conducted in several European countries shows that more than half of young people and European adults have cooked recipes trending on social media, with almost a third turning to these platforms for culinary inspiration (Statista, "The Revival of Home Cooking") Challenge: In order to enter the kitchens of young Romanians, Arctic needed to respond not only to the demand for cutting-edge technology, but also to the need for inspiration to use it in order to implement new culinary trends. In a crowded market of recipes, food vloggers, chefs, and influencers, capturing the attention of young people becomes a major challenge. The more sources of inspiration available, the harder it is to stay relevant in this highly competitive culinary landscape. Objectives: • Raise awareness of the brand and bring Cooking Built-In category in the spotlight in a relevant context, positioning Arctic as a source for culinary inspiration & sustainable habits, sharing useful cooking techniques and providing valuable tips through video content. • Showcase the versatility and utility of Arctic built-in category by integrating the products seamlessly into cooking videos, emphasizing their role in creating delicious recipes. • Enhance interaction and boost the duration of video views on our online communication channels by elevating the overall engagement metrics (likes, comments, shares and interactions specifically with our video cooking recipes). Approach: We focused on increasing brand awareness and promoting the appliance category in a relevant context, positioning Arctic as a source of culinary inspiration and sustainable habits. We naturally integrated Arctic’s product range into cooking videos, highlighting their versatility and benefits in preparing delicious recipes. We boosted engagement with posts and increased watch time for videos on Arctic’s digital channels, strengthening the connection with our audience. |
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