Support Material: Category: Innovation | Social Media Award Level: SHORTLIST Brand: TECNICIL INDUSTRY CAPE VERDE Entrant Company: Maianga Cape Verde, Praia, Cape Verde Background
This action, which served to promote the convenience of the Nôs Sabor Kriol range of tambarina juice, featured a video that shows, in a humorous way, that it is worth buying the juice, which is ready and is very tasty, than wasting time preparing it at home in a laborious and sometimes unhygienic process. Creative Idea
The creative path was to create a piece inspired by the videos of cooking recipes, very common on social networks, to demonstrate that preparing a tambarine juice is a time consuming process that requires a lot of patience. In this way, the video parks in the first step, the act of peeling the fruit, demonstrating that this simple step requires a good waiting time. Strategy
In order to reach a specific group of high-class, adult Cape Verdean consumers, we chose to post the video only on targeted and sponsored social networks. The video also featured distribution via Viber and Whatsapp to specific groups of influencers. Execution
We posted the video only on social media two weeks after the launch. The video also featured distribution via Viber and Whatsapp to specific groups of influencers at the same time. Results
In a short time, Nos Sabor Kriol juice from the tambourines has become the favorite of consumers and is still the sales leader in that country.