Level Up Your Imagination
Curtis
How do you stimulate Curtis tea sales and awareness, given its modest market share, low awareness, and audience loyalty to the brand, amid an overall market decline in Russia (consumers switched to other drinks) and competitor price promotions?
We noticed that youth are constantly searching for new flavors and sensations — drinks and food have become entertainment like movies, music, and content.
We flipped the game:
We developed an Instagram campaign centered on trending content and engaging mechanics in top bloggers’ pages, amplifying the product’s emotional and functional benefits. Then we adapted this concept for TV, which was a small provocation and made us stand out in the media landscape.
Results:
Historic growth in spontaneous awareness +3%, aided awareness +7%, market share and sales pace over the last 9 years +1.03%. Sales pace at the end of 2019 doubled standard market growth.
— Reach Bloggers: 21,553,015
— Like: 1,699,733
— Comment: 96,196
— Average RER: 8.33%
— Reach Posts Curtis: 795,144
— Impressions AR-mask Story: 2,202,456
— Followers: from 0 to 52,470