Campanie
General Information:
Strategic approach:
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Context: Catmobile.ro is a brand that was propelled into the mainstream with two campaigns that went viral organically, with little paid effort. Not once, but two years in a row (2018 & 2019). Together with Sector7, the brand grew more daring in its concepts and ads, and their success in sales and brand awareness is a statement the client is very proud of. We’re impressed to see people say they watched our previous ads on repeat, intentionally seeking them online. Just as we’re impressed to see people ask what we’ll come up with next. Or that they keep on returning to purchase Catmobile products. So, following two years of successful brand campaigns, Catmobile.ro and Sector7 set out to come up with something new for 2020-2021. Challenge: The challenge was simple, yet completely complicated. And to top it off, it’s not like 2020 was the easiest of years for brands. We needed to improve on two years of viral success and sustained increased sales both during the campaigns and after. Because more organic views means more sales compared to paid views. That meant our campaign assets absolutely needed to have viral potential and required little to no paid media effort in order to become part of current pop-culture. All this while meeting the expectations of our target and our brand fans who were eagerly awaiting to see what we’d come up with next. No pressure! Objective: The goal was to create a campaign that generates as much brand awareness as possible and to increase our audiences to which we will deploy tactical campaigns and messaging throughout the following year. Our first objective was to do something bigger and better than the previous two years. Both from a sales perspective and for long-term engagement perspective. All within a comparable budget to previous years. Our second objective was to have a broader reach, while ensuring we delivered the same message with the same entertaining delivery. This meant going integrated for the first time in the brand’s history. Our target is defined as: everyone with a mobile phone or a tech gadget they intend to keep in tip top shape. Very specific, we know. Approach: To get a brand into pop-culture, it must be made to blend together with pop-culture. We looked at the main subjects floating around the public narrative and chose to put our comedic and viral-enabling spin around one of the most polarizing one of the past year: conspiracies. So we based our entire campaign on the conspiracy universe, from tropes, visual cues, message format, influencers and everything in between. All while developing integrated touchpoints for multiple online and offline channels. |
Execution:
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