Campanie
General Information:
Strategic approach:
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Bucharest City rarely wakes up in a good mood. Ranked #8 among the world’s most congested cities, its residents start their day with stress, traffic, and a rush-hour battle. Mornings feel more like a survival game than a fresh start. BelVita believes in good mornings—but could the people of Bucharest be convinced to believe, too? BelVita is a brand rooted in optimism and positivity, advocating for good mornings. Instead of pushing generic positivity, the brand needed a real, human-centered approach. Strategic Business & Marketing Challenge • Position BelVita as the brand that actually makes mornings better • Build a campaign that feels authentic and people-driven • Create content that is engaging, shareable, and relatable Target Audience • Young professionals navigating stressful urban commutes • Gen Z & Millennials active on social media, consuming short-form video content • People looking for small, daily joys to improve their mindset Creative & Media Strategies • Use street interviews to capture genuine optimism • Leverage Instagram Reels as the primary platform for organic reach • Feature Ada Galeș, a well-known actress, to encourage open and fun conversations • Keep videos short and engaging to match current content consumption behaviors Campaign Objectives + Metrics • Drive awareness & engagement through social media-first content • Generate organic reach through relatable, authentic interviews • Encourage participation with interactive and shareable videos |
Execution:
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