Innovative Food Product Advertising Campaign
Dobroe delo
"Dobroe delo" is the leader in the production of cold-smoked sausages in Primorsky Krai. To attract customers, you always need a good reason. Supporting advertising simply reminds about the brand, but does not involve the audience noticeably. "Dobroe delo" decided to expand the audience and test the Internet for advertising reasons in addition to the usual banner advertising.
DVIGA created the first online advertising campaign for Dobroe Delo, developing innovative promotional materials for this food product.
DVIGA created the first online advertising campaign for Dobroe Delo, developing innovative promotional materials for this food product.
About the project
Website development
Promotion
Automatization
Promotion
Automatization
Expertise
As a traditional food product entering the digital space, Dobroe Delo needed an innovative advertising campaign that would introduce their offering to online audiences.
Task
Our team developed the first online advertising campaign for the brand, utilizing innovative creative concepts that highlighted the unique qualities of this food product.
Pioneering Digital Approach
Problems
1
1. Buyers are not sausage experts. Consumers do not trust manufacturers, retailers, modern GOSTs (state standards) and product compositions.
2. The main criteria when choosing is quality and taste. At the same time, no one can evaluate these indicators competently, so they start choosing based on other parameters (packaging, "it's just talked about", advice from friends).
3. New packaging is not a news trigger by itself. The buyer does not rush to the store just because the brand has new packaging. It is rather, on the contrary, someone may not find what they are used to and pass by.
2. The main criteria when choosing is quality and taste. At the same time, no one can evaluate these indicators competently, so they start choosing based on other parameters (packaging, "it's just talked about", advice from friends).
3. New packaging is not a news trigger by itself. The buyer does not rush to the store just because the brand has new packaging. It is rather, on the contrary, someone may not find what they are used to and pass by.
Problems
2
1. Difficult choice: the consumer is confused and does not have clear guidelines when choosing a product, often making mistakes.
2. Total distrust: Russian consumers do not trust manufacturers, retailers, modern GOSTs (state standards) and product compositions.
3. The abundance of chemicals and mechanically separated meat in the composition makes the consumer refuse to buy the product.
We segmented the audience of "Dobroe delo". Our idea was that for each segment we can offer interesting content, depending on their tasks, interests and doubts.
2. Total distrust: Russian consumers do not trust manufacturers, retailers, modern GOSTs (state standards) and product compositions.
3. The abundance of chemicals and mechanically separated meat in the composition makes the consumer refuse to buy the product.
We segmented the audience of "Dobroe delo". Our idea was that for each segment we can offer interesting content, depending on their tasks, interests and doubts.
- Expand the customer capacity — transition to related segments by using news hooks and interesting content.
- Involve a new audience from the digital world with a virtual advertising campaign.
- Create new attractive packaging.
- Come up with new ways for consumers to interact with the brand in order to increase recognition and "continuity" (painless transition to new packaging).
Task
- Continue the company’s usual approach (conservative values), but do it louder
- Develop fresh "packaging" and add something understandable for each of the customer segments (fitness, active life, "cool to share on social networks")
- Hold a regular contest (for a painless transition to new packaging)
- Position a Big idea
Solution:
Everything is simple in the ingredients, everything is simple in life (just cut the sausage and serve it).
Often there are not products in supermarkets, but real alchemy — a pinch of this, a pinch of that. But why, if we just have meat and spices?
Often there are not products in supermarkets, but real alchemy — a pinch of this, a pinch of that. But why, if we just have meat and spices?
We created a platform for communication with customers. We had two ideas: creating a website about the brand and new packaging and creating a website for the competition. We chose the second one.
Constant presence in digital
The main idea of the competition is to retain consumers after changing the packaging (there should be a smooth, painless transition from the old packaging to the new one).
Website for the competition
We created a separate landing page where customers would visit and upload photos of their receipts. The site required entering a phone number, following that an SMS with a code would arrive. The customer would fill in personal information and be able to upload their receipts and track their participation progress (the level of prizes that a participant can claim depending on the amount of receipts uploaded).
Competition mechanics
All receipts uploaded by the participants of the contest were different from each other. The reason is different cash registers in the stores.
We designed a system for analysing receipts. After uploading, the receipts were sent for verification to the OFD (fiscal data operator) tax platform, but before they were sent there, they had to pass the control of our system.
We designed a system for analysing receipts. After uploading, the receipts were sent for verification to the OFD (fiscal data operator) tax platform, but before they were sent there, they had to pass the control of our system.
During the contest, we generated several reports daily.
The first report collected information about customers who had already uploaded receipts:
The first report collected information about customers who had already uploaded receipts:
- who and when uploaded it
- information on the receipt (date and amount of purchase, tax data, photo);
- receipt status (accepted/not accepted/under review/not found)
The second report included information about all website users who had entered their phone number at least once to log into their personal account. This report showed a complete picture of website traffic and helped take additional steps to motivate those buyers who:
- entered their phone number, but had not yet filled in their personal data
- filled in their data, but had not yet uploaded any receipts
- uploaded receipts and were already at a certain level
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Discuss the project
With the help of this data obtained from the reports, the results of the giveaway were summed up.
We planned to hold a promotion — prizes were drawn every day, including several iPhone 13 PRO. The draw happened at the same time with the change of packaging. Having updated, "Dobroe delo" focused on the natural composition and high quality standard of the products.
How did it happen?
Those who saw the promotional advert noticed that the prize was a "13 PRO Smartphone". The organisers did not ask Apple for permission to use the iPhone images. They had to hide the brand of the phone, only hinting at the model. We believe you understood.
As a result, we conducted a successful digital advertising campaign for sausage, the reach of which was:
28,267
clicks
8,666
participants
This is not the first time we have conducted such advertising campaigns. We have conducted case studies where we used a similar mechanism to conduct contests and promotions for Bubble-Gum and Slavda.
The innovative advertising campaign successfully introduced Dobroe Delo to digital audiences, establishing this food product in the online marketplace.
Results
The project was supervised by
project manager
Timofey Beloglazov
supervisor
Albina Markova
design
Egor Suslin
design
Alexander Tikhomirov
programming
Vladislav Umrikhin
advertising
Ilya Logachev