Innovative drinking porridge under the Selyanska trademark
Product launch for Lustdorf
About the project
In March 2021, Lustdorf launched an innovative product that has no analogues on the Ukrainian market. This is a new, modern DRINKING porridge. Why is it drinking? Products consumed in drinking form are absorbed by the human body much easier. You don’t need to cook the porridge – you can drink it right away.
It is a complete meal, not just a drink. It contains only two ingredients – milk and grain – and no added sugar. The product is suitable for children from three years old and adults and is an ideal snack.
Tasks
Decision
WARTO Agency decided to act in two directions at once – a global media company in the top Ukrainian media and a blogging company.
The media campaign included two waves of publications, involving 26 media outlets with different target audiences and coverage in 10 regions of Ukraine. We also approached the coverage of information from different angles: we showed the trend of conscious food consumption by humanity, introduced the innovativeness of the product’s production, and used data from various studies on consumer behavior.
In order not only to achieve the planned overall indicators for the shows, but also to fulfill them for each specific media, our communications agency WARTO used the following tools that strengthened the result:
Most of the media campaign’s publications were featured on the main pages of the media, including the first screens of websites.
All news was posted on social media platforms, including Facebook and Twitter, if available.
To achieve the KPI, additional promotion methods were used, such as linking, repeatedly raising the article to the main pages, and sending it to our own reader bases with links to the article.
To ensure maximum coverage of the advertising campaign, we used different post formats from 8 top Instagram and YouTube bloggers from different regions of Ukraine. Each of them was selected according to the interests of the brand’s target audience, including lifestyle, nutrition, health, and parenting.
Having worked with social media and bloggers for more than 5 years, we have tracked the trend that users look for brand pages on social media after digital activity. Therefore, we created a page on Instagram, which became an additional platform for communication. On it, we posted 9 posts with examples of cereal use. We managed to attract 700 subscribers to the newly created page, 8,255 users visited the page, and the total number of content impressions amounted to 25,288 users. We also actively received questions from consumers on the page – 89 dialogues were created in total.
The campaign was further reinforced by feedback from Instagram users with their porridge reviews. Some of them had between 1,000 and 22,000 followers, so they can be considered nano and micro-influencers in their environment.
In addition to maximum coverage, we got another very valuable result – audience loyalty. They gave us feedback, constantly asked where they could buy the product, and noted the presence of drinking cereals in everyday life and situations where they were very appropriate.
Result
As a result of the information campaign, 26 articles were published in popular Ukrainian publications and 9,077,188 impressions and 293,262 confirmed reads were achieved, which significantly exceeded the target. The total coverage of the blogging campaign amounted to 3,322,400 users, which is 1.5 times higher than the target.