Main Challenge
Bravo's main challenge was to successfully launch the new product, Bravo Smoothie, increase brand awareness, and ensure the target audience knew about the new product. Additionally, they aimed to boost purchase intent and encourage consumers to consider buying Bravo Smoothie. To achieve these goals, Bravo collaborated with Remotion, formerly DigiView, to develop a comprehensive campaign strategy including creative concept development, ad production, media planning, paid advertising, and a brand lift study to measure the campaign's impact.
Key Metrics
Ad recall for the campaign: 9 points
Increased brand awareness: +13%
Increased purchase intent: +3%
Success & Execution
The Mission
Bravo is one of Sweden's most well-known food product brands and the best-selling juice in Sweden. Over the years, Bravo has expanded its product range, and it was time to launch Bravo Smoothie. Remotion's mission was to boost awareness and purchase intent for the new product using a variety of communication platforms, and to conduct a brand lift study to measure the campaign's impact after its conclusion.
Method
Creative Concept
Ad Production
Media Planning and Paid Advertising
Brand Study and Measurement
Sales Benchmarking
Execution & Creative Concept
The primary target audience for Bravo is families with two or more children living at home who have a typical Swedish breakfast routine on weekdays. Juice is primarily consumed at breakfast (75% of total volume during breakfast occasions), which applies to Bravo consumers as well. Moreover, Bravo is viewed more as a thirst-quencher compared to other juice brands, especially in the afternoons and evenings. Therefore, we tailored our creative concept to three types of audiences: Shoppers (strongest buying power: parents in families with children aged 3-25 living at home), Consumers (children aged 7-20), and Taste Lovers (individuals responsible for purchases aged 25-50).
With our target groups in mind, we focused on communicating the product in settings reflecting our audience's daily lives, such as breakfast, picnics, or on-the-go. This was to create relevant associations and make Bravo Smoothie top of mind in every instance and, naturally, in-store. Above all, we prioritized early brand building and a strong product focus to ensure influence on both brand and product and consistency across different content parts to generate strong ad recall.
Distribution
For the smoothie campaign, we ran a video ad on Facebook divided into three different content variants (mixed fruits, red berries, and tropical fruits). The goal of this campaign was to increase brand awareness and reach. Our ambition was also to be present, especially during the most purchase-intensive periods: payday weekends and holidays. The campaign delivered almost 5 million impressions, reached 1.4 million people, and had an average frequency of 3.5. We also reached 52% of the potential target group (2,760,000 people), where 50% of the target group watched at least 3 seconds of the 7-second ads.
Brand Study
After the campaign period, a brand lift study was conducted to measure the campaign's impact through Meta. The study showed increased brand awareness and whether the target audiences had a higher incentive to buy the product in physical stores.
The smoothie campaign laid the groundwork for how Bravo and other brands within the Lactalis Group would succeed in launching new ideas through creative concepts and marketing on social media. Bravo witnessed a 13% increase in brand awareness and a 3% rise in purchase intention as a result of the campaign! In this campaign, the Lactalis Group saw one of the best results within the group and used this as a "best practice" example for future campaigns.
