Campanie
JM
As the leader of the confectionary category in Romania, Milka always sets out to surpass itself through both innovative products and communication.
Launching Milka Collage was no exception, quite the contrary. A new type of chocolate shaped like a tablet, but with a different look, Milka Collage is an enticing combination of quality ingredients and a softly melting center offering a more refined bite sensation.
The campaign goal was to raise awareness for the new product among our value shoppers: women, 20-40 years old, mid-to-high income & education, who enjoy chocolate as a personal end-of-the-day reward, but do so with a smaller media budget compared to other Milka multi-channel campaigns.
Our solution was to leverage the local digital campaign as the perfect way to engage users to discover the new Milka Collage on their own.
So while the TVC focused on enticing consumers to try the new product via luscious product shots, our local digital amplification campaign went beyond product demo and designed the digital experience the product’s name and what it stands for.
On www.collagemilka.ro users could discover each ingredient from the new Milka Collage and by using their own creativity, create a collage using those ingredients. The website featured a drawing app, where raspberries, caramel, liquid chocolate, hazelnuts, biscuits, chunks of dark chocolate and many more ingredients & delicious shapes became tools for creating unique pieces of art.
Users could also name their collage, save it in the gallery and share it on Facebook for all their friends to see, thus contributing to organically spread the word about the campaign and the new Milka Collage product.
Launching Milka Collage was no exception, quite the contrary. A new type of chocolate shaped like a tablet, but with a different look, Milka Collage is an enticing combination of quality ingredients and a softly melting center offering a more refined bite sensation.
The campaign goal was to raise awareness for the new product among our value shoppers: women, 20-40 years old, mid-to-high income & education, who enjoy chocolate as a personal end-of-the-day reward, but do so with a smaller media budget compared to other Milka multi-channel campaigns.
Our solution was to leverage the local digital campaign as the perfect way to engage users to discover the new Milka Collage on their own.
So while the TVC focused on enticing consumers to try the new product via luscious product shots, our local digital amplification campaign went beyond product demo and designed the digital experience the product’s name and what it stands for.
On www.collagemilka.ro users could discover each ingredient from the new Milka Collage and by using their own creativity, create a collage using those ingredients. The website featured a drawing app, where raspberries, caramel, liquid chocolate, hazelnuts, biscuits, chunks of dark chocolate and many more ingredients & delicious shapes became tools for creating unique pieces of art.
Users could also name their collage, save it in the gallery and share it on Facebook for all their friends to see, thus contributing to organically spread the word about the campaign and the new Milka Collage product.
General Information:
Strategy:
| Strategy: |
As the leader of the confectionary category in Romania, Milka always sets out to surpass itself through both innovative products and communication. Each new product brings a new opportunity to reach and engage new consumers while offering Milka fans extra reasons to love the brand more. MARKETING CHALLENGE Launching Milka Collage was no exception, quite the contrary. A new type of chocolate shaped like a tablet, but with a different look abd offering a more refined tasting sensation based on its unique mix of quality ingredients floating in a softly melting center. An innovative product in the Milka portfolio which also reflected in its shelf price – up to 30% more expensive vs. regular Milka tablets. The campaign goal was to raise awareness for this new product among the category’s value shoppers: women, 20-40 years old, mid-to-high income & education, who enjoy chocolate as a personal end-of-the-day reward and usually choose premium pralines, such as Ferrero Rocher or Toffifee. For Milka Collage, the campaign itself was a mix between international assets – such as the TVC - and the local digital amplification – where consumers could take part in the launch campaign, too. While the TVC focused on enticing consumers to try the new product via luscious product shots, our local digital amplification campaign went beyond product demo and designed the digital experience around users interacting with the product’s name and what it’s stands for. In line with its higher price positioning & refined recipe, we aimed to position Milka Collage as a true work of (sweet) art and challenge our target to discover the product using by appealing to their own creative side. OBJECTIVES Get prospect consumers to discover the new product – its ingredients and name – and via this discovery to perceive it as a more premium Milka range. Based on our previous digital campaigns’ results – such as the customizable e-cards website created for “I Love Milka” (February ’15) where users had to select a pre-set message or write one themselves, or the “Write to Lila” activation (December ‘15) when users could choose a poem written by Ivcelnaiv (popular Romanian contemporary poet) or write their own verses, our objectives for the Collage website were to surpass our previous digital results, as follows: - Gather at least 10000 collages (vs. 6203 virtual cards sent via the “I Love Milka” website and 7788 tender wishes sent in winter) - Bounce rate under 60% (vs. 68,32% scored by “I Love Milka” & 74,30% by “Write to Lila”) - Average session duration of 3 minutes (vs. previous 00:01:09 and 00:01:03) - Achieve a higher rate of returning visitors of at least 18% (vs. 11,6% and 15,1%) But do so with a smaller media budget compared to other Milka multi-channel campaigns. To put things in perspective, our entire media investment - including TV, OOH & digital media - amounted to just 40% of the media budget invested in the previous ”Write to Lila” Milka winter digital activation. |
Execution:
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