It's time to Cocopine
Support Materials: Category: Channel | Use of Data Brand: FanMilk | Entrant Company: mediaReachOMD, Accra, Ghana Background
The business Objective was to build on key brand equity attributes by +2ppts; reach a min of 95% likeability score and reach 80%+ on ad recall.
The campaign objective is to reach a minimum of 85% of the target audience and attain considerable amount of Trial of the new flavor by 30% by end of 2019. Strategy
Big Idea - It's Time To Cocopine!
9 months ago, FanYogo embarked on a "So Cool, So Good" that helped position the brand as cool and good for refreshment. Combining our consumer insight, which is Health consciousness, with FanYogo's positioning of being cool and good with the health benefits Cocopine brings to the table, we came up with the Idea "It's Time to Cocopine" which is set out to inspire the Ghanaians to go for more. The strategy was to leverage key influential platforms to tell positive health related stories leading to inspire people to choose the Cocopine. Execution
Campaign was executed through Experiential, TV, Digital and OOH.
We created a first hand experience for consumers by launching the campaign with a Beach party, we knew it was December and was a festive period. The party was a big success with over a 1,000+ attendees. The set up had a feel of Coconut and Pineapple to create an aura of health. This was content that was set to be escalated onto digital to drive synergy. TV was the key driver for optimal reach, with much focus on strong affinity channels & programs, eg. health and sports with animated pop ups used or leveraged to disrupt attention. Strategic deployment with OOH for incremental reach with spectacular formats across the capital city with selected LEDs to enhance visibility at night. Digital was the hot spot for conversations; amplifying on the ground content for incremental reach with artists performance from party as well as the masses that attended highlighted on social media for feedback. Influencers played a key role on Data
In Ghana, consumers are increasingly becoming health conscious; a study by the Ghana Health Statistics show. They prefer to consume a well trusted, exotic brand which communicates good health. The insight was that health is an important factor in Ghanaians and will only purchase healthy products. this data helped us to choose the best tone of the campaign. Considering that our target audience are Fun, Loving, trendy people who love to explore new things. The brand seeks to speak to the millennial tribe who want to be seen as pace setters and trend blazers and hence will follow anything that creates buzz and attention. Audience measurement data from GeoPoll ensured we mapped out the audience clusters precisely to direct the communication to each segment based on their behavior on TV and Radio. With Facebook audience measurement tool, we were able to create custom audiences for a more precise targeting. Results
1.Campaign achieved a combined reach of 80%
2. Client confirmed an unprecedented ad recall of 70%+
3. Phenomenal increase in Sales within the period of the campaign.