Keep the market share on the level of the year 2015, while competitors’ promotional activities. Refresh the perception of the brand as a modern, suitable for a young audience.
To dispel the stereotype that “Arko is for those who are older than…” we have launched a promo website with several viral videos, which we specifically filmed for digital promo. The main idea of communication is to pass the key characteristics of product via extreme sports: smooth sliding, the cooling effect and easy to flush. By signing up on the website users had an opportunity to take part in giveaway of brand’s products and motivational gift, such as fitness trackers, smart watches and main prize – paragliding in Brazil. To increase the viral coverage of filmed videos the campaign was promoted on the highly affinitive platform among target audience – Facebook, where we created brand’s community from scratch. The promotional campaign took 2 month.
The market share from June to August grew on 4 points
76% of the target audience was covered on the Internet
8% additional organic reach
500 000 views of videos
29 000+ participants
600 000+ organic reach of target audience on Facebook