Campanie
General Information:
Strategic approach:
| Strategic approach: |
CONTEXT: IN 2023, THE CHEESE MARKET HAS BEEN CHALLENGED AND FOR THE FIRST TIME, AFTER A LONG PERIOD, IT WAS DECREASING Hochland is the leading brand in cheese and is one of the most resilient brands in the context, with a solid footprint in most of the sub-segments of the market. On the other hand, Telemea, one of the most popular types of cheese consumed in Romania, has a good seasonality in the summer. So, for the 2023 summer, our aim was to maximize Telemeaua’s role in the portfolio in order to protect Hochland’s position as leading brand in cheese market. COMMUNICATION OBJECTIVES The objectives were set to surpass with 10-30% Hochland’s previous communication benchmarks. • 6.000.000 views on TikTok and 2.000.000 views on YouTube for all the video content, set to exceed with approx. 10% Hochland’s previous campaigns’ benchmarks with the same investment; • 1.000.000 total engagements on TikTok, Youtube, Facebook & Instagram, set to exceed with 30% Hochland’s previous campaigns’ benchmarks. • 35% VTR in Youtube, set in line with the platform’s benchmark; • 5% VTR in Facebook, set to exceed with 30% Hochland’s previous campaigns’ benchmark. BRAND OBJECTIVES Achieve at least +3pp increase in Consideration, Preference & Recommendation among people exposed vs not exposed to the campaign (measure via Ad Impact Study by Reveal, after campaign). TARGET: UNTIL THAT POINT, MOTHERS WITH YOUNG CHILDREN WERE HOCHLAND’S TRADITIONAL TARGET Females, 30-45 y.o., from medium and big cities, for whom telemeaua is their comfort food and a secret weapon when it comes to kids - always in their fridge, ready to serve, suitable for several meals and occasions. DRIVING IMPACT REQUIRED A CHANGE IN THE APPROACH To shake the context, a shift in strategy was imperative. As a result, we made a bold decision to broaden our approach and extend our audience, aiming to reach and connect also with Gen Z and young Millennials (14-30 y.o.). Consequently, we needed new angles to captivate the younger demographic and breathe new life into Telemeaua Hochland. |
Execution:
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