Aims of the client
in sales growth
Aims of the advertising campaign
Personalization of communication with Target Audience
Attraction of new TA, increase of purchase frequency
Women 25-35 y.o.
(in civil marriage or family, pregnant/with children, main buyers for the whole family)
Men 18-35 y.o.
(the youth, office employers, fishermen, hunters, drivers, etc., who are allowed to consume alcohol)
Solution that we proposed
Seasonal and behavioral triggers were outlined in one-year section on the problematique basis: 8 audiences and 9 problems. This method allowed distributing media pressure in order to communicate with each segment of TA at the moment of problem actualization.
Why we choose this solution
To make the communication personalized, it is necessary to execute relevant and precise cooperation with the audience, keeping the uniform stylistics of the brand. This is the only way we can make a user understand that the brand has created a message «personally for them».
Features of this solution
Each tool and platform were also selected with the aim of attracting audience of our interest respective to problematiques. For example, such illnesses as food poisoning or toxaemia are not long-term problems, therefore, it was necessary to select mechanisms that quickly update audience data.
Personalized creative ideas were prepared per each segment and problematique.