- Launch a new product in stagnating segment as first test market worldwide
- Build up brand awareness of 35% within 11 weeks
- Build up social media channels with min. 1.000 followers
Step 1: TEASER
Community activation with teaser campaign on social media incl. influencers to create excitement
Step 2: LAUNCH EVENT
Launch event for the top 100 FMCG opinion leaders
Step 3: MEDIA CAMPAIGN
Launch campaign using TV, digital display and video including time targeting for digital assets and M1, our Consumer Connection Study, a Global Single Source Study, with all insights on target group
Step 4: PROMOTION
POS promotion and a cookie event in “The Mall”, Vienna with chef Julian Kutos
Flora Plant was sold out in surrounding stores by midday
Results after 11 weeks:
- 41% aided brand awareness
- +300% Flora Plant units sold per week/shop
- SEA with CPC of 0,18% and CTR of 8,2%
- Reaching 15.666.046 Impressions on Social Media with 25.716 Reactions and 2.024 new fans on FB & IG
These results were a significant milestone for the further rollouts in other markets!
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