Campanie
General Information:
Strategic approach:
| Strategic approach: |
Mega Image, one of Romania’s largest supermarket chains, launched a new cookware line from Neoflam. The business challenge was to build awareness and interest in this product line, ensuring visibility across digital and traditional media. Our goal was to drive engagement and encourage purchases, both online and in physical stores. Given the competitive retail landscape, where traditional TV remains a dominant force for mass reach, we recognized that younger audiences were increasingly shifting towards Connected TV (CTV). This shift presented an opportunity to amplify reach and engagement by integrating CTV into the broader marketing mix, ensuring that Mega Image remained top-of-mind across multiple screens. A key challenge was ensuring that the campaign complemented existing traditional TV efforts without duplicating reach. The goal was to build incremental reach and maximize effectiveness rather than simply shifting the budget. The strategy required a data-driven approach that would ensure every impression counted, targeting high-intent audiences while maintaining cost efficiency. The campaign was designed to reach Cooking Enthusiasts, Foodies, and in-market shoppers for cookware and bakeware. Additionally, we targeted households undergoing lifestyle changes, such as those who had recently moved or were newly married, as they were more likely to invest in high-quality cookware. Our objectives were clear and measurable. The campaign aimed to deliver 3.5 million impressions to establish a strong presence on CTV while ensuring a unique reach of at least 2 million viewers. We maintained an optimal frequency of 1.75 to maximize brand recall without overexposing the audience. To gauge success, we set key performance indicators (KPIs), including a video completion rate (VCR) of at least 30%, a benchmark indicating strong ad engagement. Additionally, we sought a viewability rate of 70% or higher, ensuring that the ads were effectively displayed and noticed by the audience. Beyond traditional media metrics, we tracked engagement on Mega Image’s e-commerce platform by monitoring visits, orders, and cart activity, allowing us to quantify the campaign’s impact beyond awareness. We aimed at increasing the orders but also the average order value by at least 10%. |
Execution:
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