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Ambassador
I am for Coffee!

RAN IN: Russia

CLIENT
Strauss Group

AGENCY
ARK CONNECT *Lead Agency


Leto *Lead Agency


SUMMARY

Its been a long four years since our last brand communication. How to revive the brand and move sales in the highly competitive environment? The decision was inspired by the brand itself and its unique DNA. Ambassador coffee is an ambassador, a messenger, and a representative. So we linked our brand with International Coffee Day. The brand became an ambassador of the international celebration. The campaign IM_FOR_COFFEE drew the attention of the country's coffee lovers. We engaged the active online audience to the campaign with a series of virus videos. We activated groups in social networks. Attracted the attention of the press. And the brand acquired its own ambassadors, not only ordinary people, but among celebrities and bloggers.

CASE VIDEO


Audience: Men and women, 25-35+ yo.Income middle to upper middle class. They strive for better life, socially active, have hobbies apart from professional life. They love coffee, for many its a primary drink. Many of them can not imagine their life without coffee. They have quite emotional relationships with coffee - not just to wake up, but a wide variety of needs (physical and emotional). We anticipated that thanks to the emotional bond with coffee our audience would pick up our initiative to celebrate the National Coffee Day in Russia and activate a viral spreading of the idea.

Objectives: 1. Reinforce the brand image and increase brand presence in media KPIs for audience reach - 10 000 000 people (Russian population at the age 25-35 yo is 24,5 mln according to statdata.ru) KPI for Impressions Total - 179 200 000 (KPI for Impressions in each channel is attached) KPIs for audience reach and impressions are set for 3,5 weeks 2. Grow sales by 50% in October vs September 2017 Very ambitious KPI given the fact that sales have not grown in the first three quarters of 2017. 3.Grow market share in Q4 + 0,3 vs 2016 (From 1,5 to 1,8) Market share at the end of 2016 was 1,5 The first three quarters of 2017 market share did not grow.

Type: B2C

Language: English, Russian