Client: Lotus Bakeries CZ s.r.o.
Sector: Food - healthy nutrition
Services: Social media marketing, Performance & branding, Data analytics, Graphics & design
Cooperation period: 2021 - present
Campaign name:
How we taught the CR to eat BEAR fruit rolls. Or 100% year-on-year sales growth
BEAR is a brand of natural, tasty and fun sweet treats that contain only fruit. BEAR products are made from simple, 100% natural ingredients with a very short processing time.
The goal of the campaigns in the first phase was to reach the target group and inform them about the BEAR product and its main added values. Then to provide information on where the products can be purchased. In the second phase, the goal was to motivate customers to buy and thus increase BEAR sales.
At the same time, there was a need to increase brand awareness, build a community on social media and inform followers about sales promotions in the various chains. In doing so, to build a relationship so that people like coming back and responding to the posts.
The goal was to achieve at least 27% annual growth in the January-August 2022 period.
For the BEAR project, we needed to analyse the target group and propose the ideal strategy to reach it. To do this, we built social media profiles and started building a community. One very important step in the campaigns and on social media was to communicate the main benefits of BEAR, namely the ingredients and processing, given that the main target group is mothers and children. The challenge was to communicate that BEAR is a very healthy and tasty snack that is a great alternative to other less healthy sweets, and to communicate this in a way that was easy to understand and fun.
The entire communication was carried out in the same style as the product packaging, using bold colours, fruit and a bear as the logo and mascot. So we chose a playful and fun communication tone. We used the same colours and graphical elements in the visuals to maintain consistency and the connection to the brand. In the texts, we focused on communicating the main added values, such as the ingredients and the production method.
To achieve greater reach with the campaigns in the See and Think phases, we chose video and Stories campaigns on the Facebook and Instagram social networks, and a video campaign on YouTube. The video was designed to be playful and convey the main idea of healthy ingredients. We focused primarily on Reach campaigns to control campaign reach and frequency and to maximize results. At the same time, we supported the THINK phase with the Reach and Post Engagement post formats.
In the Do phase, we added a PPC campaign to the strategy linking to a landing page (website) where there was information about where to buy BEAR and links to the relevant e-shops. The parameters were pass-through to the buying process and maximizing time spent on the website.
We prepared competitions for prizes to increase brand awareness, build social media accounts, increase the reach of posts and engage the community.
Such competitions were held regularly on Facebook and Instagram, with BEAR products as the prizes. The competition posts always had very good reach and engagement. The winners sent in photos of themselves with BEAR products, and also tagged BEAR accounts in their posts.
The campaign plan was to reach 1 386 667 people with a frequency of úrovni 3 in the April - August 2022 period.
The result was that in this period we reached 1 646 700 people (+19% against plan) with a frequency of 4.15 (+38% against plan) with the allocated campaign budget.
The sales for the January - August 2022 period were +255 % against plan.
The right strategy led to a significant increase in brand awareness.
In the January - August 2022 period, the social media campaigns reached over 1.6 million people with a frequency of 4.
Year-on-year sales grew by 97.6 %. The 2022 goal was already met in August.
Thanks to the online campaigns, retail chains became more interested in the products.
Appropriate communication and creative led to an increase in social media accounts and positive feedback.
On Facebook, we achieved 1,650 Likes and on Instagram 500 followers.
The posts received over 13,800 responses.
The Internet Effectiveness Awards is the most important Czech competition addressing the effectiveness of digital projects and is organized by the Association of Internet Solution Providers. The benefits of the digital projects are evaluated by an expert jury based on clearly measurable figures or the achievement of set goals. The projects are evaluated by a jury of journalists from the expert media, experts from professional associations, independent experts, academics and managers of successful online projects.
With the BEAR project, we came second in the best brand campaign category. The jury judged the project on the basis of the results achieved and the goals met, and evaluated the effectiveness of the strategy.
We launched BEAR, a brand of fruit rolls targeted mainly at children, in 2019. At first we had trouble getting into the big chains, but we gradually grew in e-commerce. In mid-2021, we launched the first wave of a digital campaign in collaboration with LCG, focused on brand awareness. We have repeated the campaign regularly since then. We always try to link the peak of the campaign with major events related to children and our customers’ promotions. The growing brand awareness and growing popularity with children meant we gradually made our way into the retail chains. However, e-commerce still remains an important and growing sales channel with which we connect our digital campaigns. LCG soon earned our trust and we therefore also trusted the proposed strategy, which wasn't exactly in line with the corporate recommendations for the BEAR brand's digital campaign. The result was that we surpassed all other countries in our region in sales, including large countries like Germany and Spain.
Zuzana Bednářová,
Category & Brand Specialist