Case Battery
Task
To support the launch of a new energy drink brand Battery, with a comprehensive campaign with influencers
Problem
The market is saturated with power energy drinks who aggressively communicate through all possible channels.
Challenge
Develop accurate and engaging communication that will help the Battery brand take its place both in the category and in consumers' minds.
Idea
We built the idea of communication on the insight that our target audience strives to live an active life, but constantly postpones all the most interesting things for later. Why? Because there is not enough energy!
- Battery drink is your personal battery, with which you will stop putting off life and important things for yourself.
Solution
We have chosen a new niche. Not athletes and achievers with sparks in their eyes, but ordinary people who are familiar with the feeling of "I don't have enough time for something again".
Realization
- We have chosen bloggers who lead a moderately active lifestyle, without fanaticism, but they always have some new activities and locations. That is, they are open to trying new things if they have the strength left.
- Together with the brand, we wanted to demonstrate that, regardless of the circumstances: whether it is fatigue, routine, weather – there is always an additional "battery" at hand that helps you quickly and easily recharge your energy and direct it to yourself – to your small daily victories.
- The key platforms were those that guaranteed the greatest target coverage, and also allowed us to reveal the brand's platform in the top content format - video.
- We have integrated into the top shows for our audience on YouTube: Durnev, Lions on a Jeep and "2023" by Yanovich. We selected trending influencers on TikTok and Instagram who accorded to the brand's values and campaign ideas, in the territories of "lifestyle" and "humor".
- Bloggers created 21 units of authentic brand content, and some of them conquered the algorithm of social networks and became trending, collecting millions of views.
- According to the results of our company, we significantly exceeded the planned indicators of the project at all selected platforms.
Youtube
- The total views was almost 2.6M people (+75% to the plan), and the average EER was 5.32%
TikTok
- The total views was almost 5.2M people (+556% to the plan), and the EER is 9.95%
- The coverage was almost 1.3M people (+55% of the planned indicators), and the average EER was 6.35%,
Conclusion:
- Together with the brand's team, we managed not only to brightly present a new product and reach a wide audience of consumers. But also we received dozens of positive brand reviews, created a bright and relevant UGC, broke into the "rec" of TikTok and "charged" our audience for their small daily achievements together with Battery.
