Marketing a brand new product is always exciting, especially when the product is something delicious. The product launch we did for Dukatos was just like the product itself – exciting and delicious.
Dukatos is the first and the only type of Greek yoghurt on the Croatian market. As an addition to their existing product range, they developed four new rich and refreshing flavours but wanted to launch only two of them. To find out which two were the best fit for the market, they asked us to help them in modeling a creative solution that would single out the flavours consumers would prefer.
The target audience of the campaign were 25-45 year old, highly educated women in love with little delights that life brings. Simply put, our target group knows how to enjoy life!
We divided the campaign into three phases – teaser, launch and post-launch phase. All of them took place during one month, with a potential to continue ever longer.
March 8th, International Women’s Day – the starting date of the campaign fit in just perfectly with our target group. With the help of Dukatos representatives, we organized a “secret” event in one of the most popular and largest shopping malls in Croatia. Curious what we did there? Here is a video to reveal the story behind this guerilla marketing activity.
As Dukatos was previously not present on social media channels, we’ve opened a Dukatos Facebook page. By communicating intensively with the fans, we used it to promote the products and release videos from the guerilla marketing event. The videos perfectly aligned with the launch of the campaign as the fans voted for new Dukatos flavors that would launch on the market in a Facebook app “Choose a new heavenly delight”. Digital app seemed as a perfect choice for that because it’s very adjustable, as we’ve already present in our post about Digital Applications.
In the app, fans could vote for the flavour they would like to enjoy the most and leave a comment with an explanation of their choice. Best comments were voted by other fans and fans who posted them got a chance to win an award – a weekend of heavenly delights for two in a great hotel with a spa and amazing food on the Croatian coast.
The same app was produced for tablets, so it allowed Dukatos to have live promotions in Croatian cities (Zagreb, Split, Varaždin). The only difference from the Facebook app is that people would taste new flavours and put their vote in the app on the spot. In the end, the app got more than 14.000 votes in two weeks in total.
We achieved a truly representative sample of our audience that decided which flavors will be launched on the market. Our goal was achieved, but there was still one phase until the end.
After the voting was over, we utilized the user generated conted from the app to create posts on the Facebook page. This made Dukatos Facebook page the main channel of communication with fans, as well as current and potential customers.
This campaign is an interesting case study on how we connected online and offline marketing efforts to boost sales of newly launched products. Ultimately, initial sales exceeded the expectations for more than 40%. You can see all the other results of the campaign in the video below, or you can read more about cross-platform campaigns potential.
In the end, we brought a new heavenly delight to the people, the one they chose. I have to agree with them as new Dukatos yoghurt flavours really taste great! :)