0
reached through DOOH
0
recognised Arla as the brand behind the campaign
0
of target audience reached through social media
0
social media engagement rate
Challenge
Arla wanted to strengthen their position as a local brand that truly cares about their cows.
However, it’s not enough to just say that Arla is the “farmer’s own” dairy, consisting of farmers all over Sweden. Arla needed to show some proof. So how could they prove local relevance whilst increasing reach at the same time? The answer: a media strategy reflecting Arla’s local presence with kosläppet as the catalyst.
Kosläppet is an annual event in the springtime when the farmers release their cows to pasture. It is highly anticipated and an opportunity for the consumers to really experience - and even taste - what the “farmer’s own” dairy is all about.
Solution
In order to give even more people the opportunity to take part in a kosläpp, Carat used innovative media solutions in combination with broad reach media to create a comprehensive media campaign.
120 adverts in local dailies invited local residents in each town to the kosläpp nearest to them. A Facebook event invited a broad audience to take part in the first ever Facebook Live-broadcasted kosläpp. And through digital out of home Carat also took kosläppet all the way to the city centre on screens both above and below ground.
To wrap it up, once all the cows had been released, Carat created a TVC showing all the joyfully jumping cows with Arla wishing all Swedes a happy summer.
Result
68% of all 18-64 year olds observed the campaign.
74% agreed with the claim ‘Arlas cares about their cows’ wellbeing.’
82% of those reached recognised that Arla was the brand behind the message.
6000+ watched the Facebook Live-broadcasted kosläpp - the live stream post reached 1.4M people organically.
The campaign earned a 4% social media engagement rate.
And, of course, over 170,000 people visited the kosläpp.
Carat: Vodafone X
How Vodafone capitalised on TikTok's exploding growth for their Youth product, Vodafone X.
dentsu X: Energia
dentsu X: IKEA
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Carat: Bank of Ireland
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Tuesday 18 June:
Data & creativity
Data & creativity: Data and analytics driving personalisation. Creating consumer experiences & meaningful connections.
Thursday 20 June:
Winning in the digital economy
Winning in the digital economy: Trust, ethics & transparency.
Wednesday 19 June:
Japan day
Japan day: Innovation & technology. Driving greater client-centricity.
Friday 21 June:
It's a wrap
It's a wrap: Highlights from the week in Cannes.
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