Moravia Lacto dairy launched a new product 6 months ago – Herold, a hard cheese produced on the basis of an original recipe. The cheese was placed on the market in the form of a loaf, sliced at the counter or already in prepared packages weighing 160 g. Store listing of the product was slow and not in a large-scale.
To introduce to consumers a branded product of high quality, which would establish itself on the market within the range of Czech cheeses, and to make consumers buy and try it. The campaign included also the support of interest of retailers and chains. Herold is an exceptional hard cheese of high quality, matured for at least 6 months in the maturing basement. The ambition is to compete with Czech as well as foreign superior cheeses at a reasonable price.
On the basis of minimum budget and defined target group, an interactive campaign was suggested for online environment and social networks, supported by PR..
The main communication tool consisted of presentation videos in 12 versions. Their purpose was to grip an attention by emotional attributes, present the customer experience, create a sense of belonging with the video actors, but also to entertain.
The generated traffic of customer interest was directed to a competition website (hledaseherold.cz), where the competition was presented. The condition for participation in the competition was rather challenging – the customer had to buy two packages of the product. Interest in the competition exceeded expectations.
The main communication channel were social networks, supplemented by selected online media in a mix focusing on men as well as women, and to housewives in general. The communication was supported by PR, well elaborated both in online and print media.
Achieved campaign results – basic data
Two communication channels were used within the campaign:
- Online media – selected online portals for the respective CS
- Social networks with PPC advertising
Online media, display positions - banners
Here, 38 262 clicks were generated, with the very good CTR of 0.55% (the average is around 0.22%)
Here, 16 554 clicks were generated, at the average CPC of CZK 10.51 and 172.44 % affinity effect on the defined CS. Therefore, 54 816 active participants were reached (who actively watched the advertisements or directly participated in the competition).
The total reach of the online campaign in the media
Display positions were seen by 2 105 284 persons and 1 774 207 unique clicks were generated.
The total reach on the social networks – Facebook
PPC advertising on the social networks
In total, 8 316 853 persons were reached within a special Facebook profile.
Conclusion – the results
The campaign confirmed the assumptions and exceeded expectations, arousing the interest of consumers in Herold cheese. The affinity effect was absolutely above average, as well as the interest in the consumer competition. Video presentations had above-average ratings. The most popular videos were “Mother”, “Blogger” and “Married couple”.
The product stabilised itself in the sales networks, its store listing significantly increased and its face position on the shelves was strengthened..
Sales increased by 500% compared to the previous period, and remained stable after the campaign. The results will be evaluated also in the subsequent periods.
Elements of the campaign – a small sample:
Several different mutations of banners were used for communication within online portals. Some of them are below, half of them consisted of banners with an inserted video.
Videos were designed to introduce a brand new opportunity to consumers, and to draw attention to an unknown product that must be sought after on the shelves (limited facing). Emotional attributes of the product were included. The main actors were to embody the role, “each of us is one of you”. They represented a cross-section of the target group of consumers. Reactions were diverse - some watchers recognized themselves, some disliked something, others were pleased by the presented characters. For this reason, emphasis was placed on the selection of individual actors. The videos were complemented by a competition tag.
Married couple Playboy
Another element consisted of emotional product videos lasting for 10 seconds, made in 6 different versions based on actors in the previous videos.