Campanie
General Information:
Strategic approach:
| Strategic approach: |
*Context & Business Challenge* Arctic, the market second position in home appliances in Romania, sought to reinforce its brand positioning as a sustainable and locally rooted company while increasing awareness and engagement for its built-in appliance category. Despite the strong market presence of the category, consumer perception of built-in appliances as complex and expensive created a barrier to purchase. Additionally, while sustainability was an increasing concern among consumers, actionable knowledge on sustainable cooking and ingredient use was limited. With Romanian culinary traditions fading among younger generations, Arctic identified a unique opportunity to merge edutainment and sustainability into a compelling campaign. The objective was to engage audiences with meaningful content, integrating the brand naturally while driving product awareness, engagement, and brand association. *Target Audience* Primary audience: Millennial and Gen Z consumers (25-40 years old), urban, digital-savvy, interested in cooking, sustainability, and local food culture. Secondary audience: Broader home appliance buyers interested in sustainable living. *Campaign Objectives* Increase brand engagement through high-quality, interactive digital content focused on sustainable cooking. Enhance awareness of Arctic’s built-in product line through contextualized brand integration. Educate consumers on sustainability, reviving forgotten recipes and demonstrating the versatility of local, seasonal ingredients. Drive views and social conversation by inspiring consumers to share their own local recipes. *Success Metrics* Brand awareness lift & campaign recall (tracked via brand studies). Engagement metrics (video views, interactions, and social media shares). Blog traffic & interaction with owned and retailers built-in appliance pages. Direct traffic & engagement with owned YouTube channel. |
Execution:
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