Twenty Media - Cuvinte despre necuvantatoare

Category: Best Interactive Experience

Client: BAYER

Year / Domain / Status: 2014 / Misc / Participant

Strategy description:

Romania is not only a competitive market for pet products, but also a mixed one, due to the various factors that influence the choice of pet owners when it comes to anti-parasite protection. The main brand communication channel is Facebook, with the Iubeste Animalele community, created to debate all aspects regarding life with a pet and to promote the BAYER portfolio of products. Marketing challenge: - Position BAYER as a long-term partner for pet owners, with high-quality products destined for the protection of their pets - Position the Iubeste Animalele community as the go-to place for advice, tips, useful info and products for pets Objectives: - increase brand awareness - increase brand engagement - increase the fan-base of the Iubeste Animalele Facebook page Audience: - Men & women 20+, pet owners with above-average income Creative & Media Emotion was at the basis of our idea - the love and care that owners have for their pets. This is why we created the "Cuvinte despre necuvantatoare" Facebook app, for pet owners to share their feelings and memories with us. The Facebook app was supported by a Facebook and Google Advertising (Search & Display) campaign, as well as by a communication strategy for Facebook.com/BayerIubesteAnimalele. A newsletter campaign was also ran in order to promote the app.

Execution:

"Cuvinte despre necuvantatoare" is the very first app that we launched for the Iubeste Animalele community in order to engage our fans in an emotional dialogue. The app was destined both for dog and cat owners, who were given the right place to talk about their beloved friends. We invited them to answer 4 questions in a period of 4 weeks and submit to a contest in which they, as well as their pets, could win BAYER prizes. At the end of our campaign we created a special Facebook tab in which the most touching answers were published for all the community to see. The app was promoted through a Facebook advertising campaign, using: - Facebook Ads - Promoted Posts Likewise, the campaign included a Google Advertising campaign: - Search - Display - Remarketing In addition to the advertising & newsletter campaigns, a communication strategy was created to promote the app & contest on the Iubeste Animalele Facebook page. Budget: Development: 30% Media: 70%

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