XRUSTEAM

THE ASK

1. Refresh HT communication with driving TOM via association with Break consumption occasions

2. Get our TA to perceive HT as modern crisp breads

3. New tastes introduction and focus on tastes variety

THE IDEA

Local content for social media was developed to refresh HT communication and create association with break consumption occasions.

Full digital strategy was developed with focus on:

1. Always-on approach

2. Defined targeting approach in order not to compete for the same target among the client brands & increase quality KPIs by personalisation

3. Strong focus on Paid Social and correct balance between reach / engagement optimisation

4. Focus on OLV during main campaign activation

THE EXECUTION

• 65 % of TA was covered by the campaign;

• Total reach and impression was over delivered due high penetration on digital, optimized FRQ, bordered Target audience & CPM decrease by -46%;

• Brighter designed animation visuals were able to drive users interest and increased VTR up to 7% on social media;

• Despite planned budget wasn’t spent due war situation, all planned KPI was overdue.