Copy of Горячая штучка2

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Goryachaya Shtuchka

PERFORMANCE AND MEDIA / SMM / VIDEO PRODUCTION / ANALYTICS

GOALS

Support the release of the new “Kruggets” product from the Goryachaya Shtuchka brand in the digital environment and optimize the costs of the media campaign

THE MOST INTERESTING

The "nuggets" category has a strong leader at the beginning of the campaign with a market share of over 50%. In addition, most retailers have their own private label in this category. Accordingly, the media weight of our competitors is higher, and we need a solution that will provide free media coverage

РЕЗУЛЬТАТЫ

SOLUTION

A series of pre-rolls on YouTube starring Serezha Mezentsev. The trick was to make the viewer skip the pre-roll before we paid for it. In the first 5 seconds, we not only "stimulated" the user to click "skip", but also showed a new product, focusing on its juiciness. We have achieved free coverage of the advertising campaign in the amount of more than 34,000,000 rubles (the cost of pre-rolls, taking into account the basic discount with comparable coverage)

Our goal is to surprise and interest the audience. Kruggets is the brand's offering to the nugget market. The main task of promotion is to introduce the audience to the new product and convey the key advantage of the product, that is, its juiciness. Using the first five non-skippable seconds for this purpose seemed to us an interesting trick. We expect that the effectiveness of the campaign will be higher than when placing television commercials as pre-rolls.

Denis Martasov

Brand Director of Abi Product

Our goal is to surprise and interest the audience. Kruggets is the brand's offering to the nugget market. The main task of promotion is to introduce the audience to the new product and convey the key advantage of the product, that is, its juiciness. Using the first five non-skippable seconds for this purpose seemed to us an interesting trick. We expect that the effectiveness of the campaign will be higher than when placing television commercials as pre-rolls.

Denis Martasov

Brand Director of Abi Product

The series of pre-rolls is based on situations when, in the midst of fun, a friend appears “buzz” and each of us dreams of a “skip” button

ALL CASES