Isey Skyr

360 ° marketing for new product category

How to bring to market a new brand whose product category is not yet on the market

360 ° MARKETING STRATEGY DEVELOPMENT

Development and execution of a 360 ° launch campaigns of a new FMCG product - the Skyr, fermented milk product, originally from Iceland.
The strategy includes digital / above-the-line / below-the-line marketing, online and social-media.
Creating a communication strategy, brand positioning, KV brand in Russia, promotion strategy in offline and online activations.
Working with the market, adapting and optimizing of the campaign for consumer reactions and developing the product distribution network.
Daily communication with the client, an integrated project with the participation of several agencies within the group: PlanNet, Louder, Mediaplus.

Challenge

Define the consumer audience of the product and form a brand positioning that is different from competitors.
Increase brand awareness by 15% at the end of the year of the marketing campaign.
An accompanying task is to form knowledge about a new product category - Skyr - a fermented milk product.
Creating of all visual materials and media buying.

WORK

We collected statistics about the audience and formed the positioning of a bright brand for active people. Skyr is a light but nutritious snack. Originally from Iceland.
We worked to increase brand awareness and generate demand for the product: out-of-home advertising, digital performance, bloggers, PR, SMM, events
From July 2019 to July 2020, active comprehensive work is in progress.

RESULTS

We developed brand positioning, KV and all the creative materials for the brand, including 6 videos. Got a positive reaction to creatives.
We have increased brand awareness among the target audience, that is presented in advertising channels by 7-30%. Work in this direction is in progress.
We optimize the campaign, as a result, the cost of attracting one consumer is reduced monthly.

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