STRATEGIC APPROACH (Context / Challenge / Objectives)
A BRAND STORY THAT'S LOSING READERS TO THE SCREENS
Kinder Milk Slice is a brand known for fostering togetherness with an already-established communication platform built on genuine connection moments between parents and children. The brand has encouraged parents to spend more time with their kids in the past years by reading stories together.
However, we live in a time where most families open their screens more often than their books. In the work-from-home context, technology became a way to connect. Except for kids, for whom it was a QUIET TIME filled with cartoons. A distraction from their emotions and the real world while parents were navigating the challenges of daily life.
Imagine that according to Google Trends 2021, "CARTOONS" won a leading position in users' TOP searches on YouTube, reaching 3rd place in 2020 from 8th place in 2019.
In this context, we had to find a way to reignite the parent-kid connection by making the reading time with children appealing again.
So how can Kinder Milk Slice continue to be relevant in a time when screens are the go-to?
OUR STRATEGIC APPROACH
We needed to behave differently. Therefore, we decided to hijack digital entertainment to get kids and parents to discover new books through interactive content that fosters genuine moments of connection between them.
Our content will have to pass the QUEST for VISIBILITY
We aimed to spread the word about the importance of the "connection with your children by reading together" message. Therefore our focus was to reach as many people as possible with our digital content.
Reach at least 20 million impressions.
Target at least one mil views of our digital content.
Thus growing our essential BRAND KPIs.
Nevertheless, our online content had to deliver also on key brand KPIs. As a market leader, while it is hard to increase these indicators further, our ambition was to push for a brand trial, consideration and recommendation of those indicators that can further improve our consumer base.
Increase brand trial, recommendation, and consideration with at least 5 pp.