INSTA GRAND – SAMO UŽIVAJ

STRATEGIC GOAL FOR THE CAMPAIGN WAS LAUNCHING A NEW PRODUCT, WHICH IS SIMILAR TO THE PRODUCT GRAND COFFEE INSTANT BY THE WAY OF CONSUMPTION. OUR STRATEGY WAS TO GET CLOSER TO YOUNGER PUBLIC, AND CHANGE CURRENT PERCEPTION OF INSTANT COFFEE BY ADAPTING EVERYTHING – THE PRODUCT, DESIGN, QUANTITY, TASTES, TONE OF COMMUNICATION AND VISUAL IDENTITY OF THE WHOLE BRAND.

IN COLLABORATION WITH CLIENT AND CLIENT’S CREATIVE AGENCY WE’VE CREATED INTEGRATED MULTICHANNEL CAMPAIGN. THIS CAMPAIGN ATTRACTED TEENAGERS AND STUDENTS THROUGH DIFFERENT, INTERESTING AND UNUSUAL CONTENT WHICH INCLUDED COOPERATION WITH MUSIC SUPERSTAR SENIDAH. THE IDEA IMPLIED COMING OUT OF STANDARD NORMS AND CREATING A SPECIAL SONG, MUSIC VIDEO, ALTERNATIVE FINISHES OF MUSIC VIDEO AND DIFFERENT MATERIALS WITH AMBASSADOR – VIBER AND WHATSAPP STICKERS, INSTAGRAM LIVES DURING QUARANTINE AND SPECIAL CHALLENGES IN WHICH WE GIFTED EQUIPMENT FROM THE MUSIC VIDEO. THE PURPOSE WAS TO CREATE SPECIAL SET OF ACTIVITIES ADAPTED TO NEW TARGET GROUP, INCLUDE THEM IN OUR COMMUNITY AND CREATE NEW FANS OF INSTA GRAND.

KEY RESULTS OF THE CAMPAIGN: MORE THAN 9 MILLION YOUTUBE VIDEO VIEWS, MORE THAN 3 THOUSAND COMMENTS, MORE THAN A MILLION  AND A HALF SPOTIFY SONG STREAMS, MORE THAN 100 THOUSAND VIEWS AF ALTERNATIVE ENDS OF THE SONG, MORE THAN 175 THOUSAND VISITS TO THE WEBSITE, MORE THAN TWO AND A HALF THOUSAND DOWNLOADS OF STICKER PACK, MORE THAN 300 QUESTIONS ASKED ON THE SITE. THE CHALLENGE ON SOCIAL NETWORKS TO RECREATE VIDEO SEQUENCES HAS REACHED ABOUT A MILLION PEOPLE. THE ENGAGEMENT ON THESE POSTS WAS MORE THAN 26 THOUSAND, WHILE THE 10 SMALLER CHALLENGES ACHIEVED THE ENGAGEMENT OF 190 THOUSAND. THE NUMBER OF INSTA GRAND INSTAGRAM FOLLOWERS HAS INCREASED TWICE AND A HALF AND THE MARKET SHARE HAS GROWN 7,5 PERCENT.