Integrated online marketing campaign: Join the Yellow Side (Agency: Adpro Adpro )

Tuc. Join the yellow side!

Never seen before, individually packed cracker Tuc in 2010 appeared on the market with massive TV and outdoor advertising support. In 2012 TA concentration in the Internet reached 75%. It was decided to create “The Yellow Side” as a place for TA communication.

“Join The Yellow Side” is a large cross-platform campaign, which created emotional connection between customers and the product. Among campaign’s tools, besides promosite and communities in social networks, mobile apps were used, which are at present moment unusual for Ukrainian digital market.

Situation

A year after the massive Tuc ATL-launch in 2011, cracker category has started decreasing. Meanwhile, its TA (18-30 urban) traditionally dealt with the aggressive advertising pressure and was hardly noticed direct ad

Challenge

To increase loyalty level (repeat purchases), keep sales level on declining market

Solution

To involve users into long-term communication with brand. Digital platform «Yellow Side» as easy and funny escape from daily routine, joined promo-site, social networks and mobile applications.

Results

7000+ promo-activities participants (9 times over plan)

135 000+ web-site visitors (35% over plan)

+6000 fans in Vkontakte (+387%)

+5700 fans in facebook (+27%)

Tuc consumption increased by 9% among internet users, while its consumption decreased by 32% among NON internet users