We were approached by a milk producer, well known in the food market, who was looking for an effective way to strengthen its presence in the minds of consumers and reach new groups of customers. The client's main objective was not only to build brand recognition, but also to create an engaging pretext to purchase the product that would stand out from the competition. The client opted for an image campaign combined with competition mechanics - that is, a combination of branding activities with a consumer activation element.

The premise was simple but effective: anyone who purchased milk covered by the campaign could take part in the raffle. The condition was to keep the receipt and enter its number on a specially prepared form on the competition website. Thanks to this mechanism, the campaign not only increased brand awareness, but also had a real impact on sales. Our task was to develop an overall strategy to reach the audience most likely to engage in this type of activity, and to deliver high-quality traffic to the contest page that would translate into registrations and increase brand reach.

In the rest of the article we will show how we planned the activities, what channels we chose and what results were achieved in just one month of the campaign.

Identifying the ideal customer 

Every successful campaign begins with a thorough understanding of the audience we want to target - this was no different. Before we embarked on any promotional activities, we spent time with the client to precisely define the profile of the ideal contestant. Our goal was to select the group that would not only have real contact with the product, but would also be most likely to engage in the action.

We focused primarily on people who regularly buy groceries - mainly women between the ages of 25 and 55. They are the ones who are most often responsible for daily household purchases, make purchasing decisions and care about the quality of the products they choose. Among this group were both young mothers and mature female homemakers - people who value functionality, transparency and simplicity of communication.

We also wanted the campaign to reach an aware audience, paying attention to the composition of the products, their origin and brand reputation. We knew that the effectiveness of the campaign would be greater the better we matched the language of communication and the channels of outreach to the daily shopping habits of this group. In addition, based on our experience, we bet on people who like to engage in promotional actions - ones that are simple, honest and offer a real chance to win.

Selection of channels and strategy of action

With the profile of the ideal audience clearly defined, we moved on to the next step - planning the communication strategy and selecting the appropriate outreach channels. We knew that the effectiveness of the campaign depends not only on the content, but also on where and when it is displayed. It was crucial for us to reach our audiences at different moments of their day - both when they are browsing through their email inbox and when they are using their phone or browsing their favorite websites.

We opted for three channels that perfectly complement each other and allow us to build a consistent yet multidimensional communication - email marketing, SMS marketing and a display campaign using banners.

Email marketing allowed us to reach out with a complete message, including both an image element and detailed information about the contest rules. Messages were targeted to properly selected audiences, which ensured high quality traffic and minimized wasted budget on misplaced displays.

SMS marketing, on the other hand, was an ideal tool to immediately engage the recipient. A short, specific message with a link to a contest form went directly to the user's phone, significantly increasing the chance of immediate response and registration.

The third element was a display campaign, based on attractive graphic banners. Their task was to build a wide reach and consolidate the campaign message in the users' minds. The banners were emitted on sites tailored to the interests of the target group, which further strengthened the effectiveness of the entire campaign.

Through the synergy of these three channels, we were able to create communication that was present in the recipient's daily life, unobtrusive but clear, consistent and engaging.

Effects of activities

The results of the campaign exceeded expectations - both ours and the client's. In just one month, the implemented activities generated more than 140 thousand quality sessions in Google Analytics 4. Importantly, these were sessions with a high engagement rate - users not only entered the contest page, but spent time on it, learning about the rules of the campaign and exploring content prepared by the client. As a result, we significantly increased the brand's reach and visibility in the online space, which was one of the key goals of the campaign. The brand began to be actively associated with the attractive contest initiative, and the messages promoting milk naturally blended into the viewer's daily rhythm.

Even more gratifying is the measurable and direct effect - over 3500 unique registrations in the contest form. It's not just the number of clicks, but the specific people who actually purchased the product, kept the receipt, and then entered the action, meeting all the requirements. This level of conversion shows that our strategy of reaching the right audience profile and using the right communication channels were right on target.

It is worth noting that the campaign not only translated into an increase in brand recognition, but also generated real sales benefits - by requiring the purchase of a product to participate in the contest, the marketing effort had a direct impact on the turnover of goods on store shelves. This is a perfect example of how the combination of image and sales activation can produce measurable results in a short period of time.

Summary

The campaign was a great success - both in terms of building brand awareness, as well as direct sales results and user engagement. We succeeded in achieving all of our objectives: we increased the reach and visibility of the milk producer on the Internet, activated thousands of real users and successfully induced them to purchase the product and participate in the contest.

This case study is another confirmation that a properly planned communication strategy - based on an in-depth analysis of the target group, a thoughtful selection of channels and clear action mechanics - has real impact. By integrating activities in e-mail marketing, SMS and display campaigns, we created a comprehensive environment that guided the recipient through the entire process - from the first contact with the brand to active participation in the campaign.

From the brand's perspective, this is not only an increase in awareness, but also a concrete sales boost, which brought tangible results in the form of greater interest in the product on store shelves. In turn, for the consumer, the campaign was a chance to win, but most importantly - to interact directly with the brand, which translates into greater attachment and trust in the future.

For us, it proves that good campaigns don't have to be complicated - all it takes is a good idea, the right partner to implement it and consistent action.