Campanie
General Information:
Strategic approach:
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CONTEXT: Little moments are the best moments. These precious times are never little, especially when shared with our dearest. They last an instant, but they say everything. They are magic. In this challenging year, Kinder Mini marks the little “miningful” moments of joy in life and encourages consumers to find #AcelMomentKinder everyday. CHALLENGE: The main challenge in 2020 turns out to be 2020 itself. Internal Publicis Groupe research shows that the main stages of consumer emotions during the pandemic varies from one negative feeling to another: from sadness to anxiety, from losing hope to tiredness. So engaging the audience to find happy moments during restrictions and overall context can be difficult. CAMPAIGN OBJECTIVE: Increase the number of participants to #AcelMomentKinder promotional campaign by raising awareness around the mechanics and driving traffic to the custom-made landing page. APPROACH: Meaningfully reach the right audience (different target groups by product) at the right time (focus on channels with increased attention) and with the right creatives (both visible and engaging), by natively blending into the customer journey and deliver a memorable user experience. |
Execution:
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