Lo del final
To ensure that a brand connects with its consumers, we need to know the consumers inside out. That’s the only way we can create what we did for Jumpers: a brand new product around what most consumers love, the powder at the bottom of the bag.
To continue reinforcing the idea of the “Jumpers-style” brand and the links with consumers to enhance the purchase preference.
When you approach the end of something, you savour it more. That last scoop of ice cream, the last episode of a series, the last potato chip and, of course, the powder at the bottom of a bag of Jumpers: definitely the best part.
No one asked for it, but we saw an opportunity to launch LO DEL FINAL, a product featuring only the powder at the bottom of the bag. Absurd and of dubious utility, but something perfectly aligned with the “Jumpers-style” brand — based on doing spontaneous, unexpected and surprising things — and something that connected from the outset with our target: fans of randomness.
To introduce the product, we launched an item that imitated different types of content that we found online – ASMR, recipes, makeup tutorials, YouTubers, annoying ads… – and set up like a fast-paced scroll with half-baked gags and a bombardment of stimuli, embracing the impatience and the content consumption style of Gen Z. The video also served to announce a competition for 200 containers of Jumpers Powder, which users could receive by responding with a comment on the post explaining how they would use it.
From there, we kept the conversation going during the weeks of the campaign with a multitude of memes, capsules and familiar faces explaining the crazy uses of our product.
Media & Data Strategy
The campaign was divided into two phases. In the first phase — awareness — we activated the item to advertise the product and the competition, and we complemented it with short videos that allowed us to increase the impact frequency without boring the audience. We continued to reinforce the message through memes to promote engagement with the brand.
We activated the campaign on social, in particular Instagram, Twitter and TikTok. To the media mix we added influencers and content creators who starred in the campaign so they could be echoed on their own channels.
With all these ingredients mixed together, LO DEL FINAL was successful and allowed us to further strengthen ties with our target audience and reinforce ourselves as a Love Brand for a younger audience.
The campaign exceeded our set objectives thanks to the broad variety of creatives that connected with the target, allowing us to exceed the relevance and expected efficiency. In addition, the prizes allowed us to extend the campaign with the UGC that the winners generated.
Grupo Apex - Aperitivos y Extrusionados, S.A.
Food and Drink
See other projects for Jumpers