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Promotional campaign for launching the first Ukrainian organic ice cream “Eskimos-Organic” to the market.

May 2015
Objectives

To introduce a new product on the market–the first Ukrainian organic ice cream “Eskimo-Organic” made by the Rud company. To maintain and improve company’s reputation as a national high-profile manufacturer; to create the added brand value.

Special Features
To fulfill the set objectives we had to face a number of challenges:
01

the necessity to give end customers some plausible reasons for the high cost of ice cream

02

Immature culture of organic products consumption and a lack of understanding of its essence

03

budget limit
on the media communication

Decision
The main goal of the communication strategy was to convey a message about the new product to customers and to explain the benefits of organic ice cream consumption.
With the limited budget in mind, the optimal communication channel was the Internet. We decided to focus our online marketing tool-set on the most attractive segment of the target audience:

AGE

20–45

YEARS

INCOME

AVERAGE

OR HIGHER

These people are city dwellers, live a healthy lifestyle and follow
the food trends.

Our prediction, was that such trailblazers would share product information among mainstream audience.
Promotion website

An animated promotion website telling how the first Ukrainian organic ice cream became our communication core. It was arranged in an easygoing and natural manner: through animation and specially designed graphics.

Particular attention was paid to the ice cream ingredients and their origin. We also explained customers the meaning of a concept "organic" and its difference from the "eco", "bio" and "natural" labels.

The other objective of the promotion website was to extend a range of organic consumers or at least to introduce these products to newcomers. So we made up a special text block devoted to the benefits of organic choice.
This is wholesome

Organic products are rich in vitamins and microelements. They have a high level of antioxidants that do good for your organism.

This is healthy.

No chemicals are used during organic production process: any chemical fertilizers, preserving agents, taste modifiers or flavour intensifiers are prohibited.

This is tasty

Products, which are made with love toward people and environment, have incomparable natural taste.

This is practical

This is practical Organic consumption is an invaluable investment into our health.

This is ecological

When choosing organic products we care about the world we live in.

    Online marketing instruments
    To get the widest possible coverage of the target audience and direct it to the website, we used the following basic tools:
    01
    Banner advertising in the Google Display Network

    Targeting audience by age, geography, interests; remarketing.

    banner1
    02
    Video advertising based on the YouTube Platform

    Concise 30-second product video. Targeting by age, geography, interests.

    03
    Targeted advertising in social media networks

    Customized settings for Facebook, Vkontakte and Odnoklassniki profiles: user’s interests, membership in professional and topical groups, key queries, income level.

    banner1
    Additional Communication
    Tools were:

    Newsletter emails;

    Topical publications in professional
    groups and communities
    in social networks;

    PR-articles;

    Placing your products
    in online organic store catalogues;

    The Rud company’s own brand platform
    (communities in Facebook, VKontakte, Odnoklassniki).

    VIRAL
    COVERAGE
    Since our target audience tends to stand out among others having its viewpoints and preferences, we develop a new activation process with ideological content. In the form of a game show, participants were asked to tell about touch points they had with organic production in their life.
    To win the prize one had to share brand image among his followers in social networks. Thus, the brand activation helped increase viral coverage
    Results
    “Eskimos-ORGANIC” brand
    entered the category “B”
    «B»
    ABC ice cream range analysis of the Rud company.
    By comparison,
    97%
    of new products fall into the "C" category on the results of the first selling season.
    Sales
    The sales volume of Eskimos-Organic brand was exceeded by 44,8% in the advertising campaign period.
    >44,8%
    At the same time, we managed to avoid cannibalization of other product positions within the “Eskimos” category.
    Brand Advocates

    We succeeded in acquiring enthusiastic, sincere and dedicated advocates of the new “Eskimos-Organic” brand.

    During the second campaign week there already appeared positive feedback, detailed recommendations and thanks.

    “Sometimes it was quite of a discussion when people heard about the launch of the first Ukrainian organic ice cream”.
    ADVERTISING CAMPAIGN RESULTS HAVE SHOWN

    interest in the “Eskimo-Organic” ice cream and enhancement of product awareness and brand loyalty. We have gained the trust of new customers and supported the choice of those who have long been with us.

    CAMPAIGN TAKEAWAYS IN FIGURES
    FOR THE PERIOD FROM 1 MAY TO 31 JUNE 2015
    WE REACHED THE FOLLOWING RESULTS:
    406 007

    Website visitors

    2 015 803

    Video views

    2 809

    new followers of the Rud company in social networks

    37 605

    participants of brand activation