Superstar Bagel
IZHODIŠČE
Petrol je v tujini izjemno popularnim baglom obogatil svoj asortiman prehrambenih izdelkov.
Raziskava pa je pokazala, dav Sloveniji več kot 75 % potrošnikov sploh ne ve, kaj bagel je. Poleg tega so po prvem mesecu lansiranja, ko je promocija bagla potekala samo na prodajnih mestih in prek offline kanalov, bile prodajne številke skromne.
Zato smo imeli 2 ključna cilja: dvig zavedanja in dvig prodaje.
IDEA
Because bagel is a global superstar, he came to Slovenia ready to become a star immediately. That is why we created a standalone profile on social networks and gave him a confident character. Thus, overnight, he showered fans with gifts while becoming the centerpiece of every popular global and local news event.
STRATEGY
Due to the low overall budget of EUR 2,800, we have detected a high need for organic and viral content, which is easiest to achieve online. Especially through FB, which has become our main communication platform.
To get out of the crowd of over 300 competing posts daily and exceed the rapidly declining values of organic reach, communication has been built on 3 tactics:
- A mouthy and overly confident tone of communication that is impossible to overlook.
- Innovative channels and performances to attract attention.
- Innovative real-time marketing tactics such as commenting on all current popular news.
The number of fans was not significant to us as it does not affect organic reach.
EXECUTION
FB profile
We created a standalone profile for Bagel from Petrol, with 25% of our budget dedicated to creating interesting content. First, we showered potential consumers with unique digital gifts such as a bagel mobile game, a bagel ringtone, bagel mobile phone and desktop wallpaper, Google Chrome interface that turns all photos into bagel photos, etc.
Real-time marketing
With the help of noticeable photomontages and various comments, we connected all the popular local and global news with the bagel, as if its popularity was to blame for everything that was going on.
We responded quickly to all comments and exchanged an average of 5 messages with each user.
RESULTS
reach of all FB users in Slovenia.
is the average engagement rate for posts, with an average engagement rate in the food and beverage industry of 0.20%.
organic reach, which is 6 times the average organic reach.
+ increase in sales compared to the first month when the campaign was conducted only on points of sale and offline channels. Next month, sales increased by another 60%.