Popitas
Series & Popitas
This is how we launched Popitas in a new territory, with a new tone and visual universe all of its own. The campaign united creativity, media and data while generating 3 million interactions.
Project Scope
- Estrategia creativa
- Conceptualización creativa
- Brand strategy
- Social Paid
- Detección de insights
- Análisis de performance de campaña
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Objectives
Returning the hero product – microwave popcorn – to the top of mind of consumers and generating awareness through messages focused on moments of consumption in the home. All the while, differentiating it from the generic brands and boosting sales.
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Idea
For decades, popcorn consumption has been linked to a very specific location: cinemas. So when Popitas, whose star product is microwave popcorn, challenged us to reposition them in the minds of consumers, we suggested embracing the equivalent territory in the domestic setting and today's star form of entertainment: the series. This sector is on the rise both on television and through digital platforms, which enabled us to reach a very broad spectrum of the target audience.
This is how the “Series and Popitas” concept was born, which we used to develop a campaign in the form of several fictional episodes where the main characters were actual bits of popcorn watching series. It was a unique and risky proposal for a brand that, until then, had only ever released product-focused communication.
The launch campaign for “Series and Popitas” featured 3 episodes, which we used to create a new tone and visual universe for the brand that were radically different from all its earlier communication.
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Implementation
With the theme of the series as the core of the campaign, we presented three chapters in 20-second pieces which were then segmented by audience: a couple, a family with small children and flatmates. Each one was designed with a specific objective: launching the new territory, invoking consumption as a family and reinforcing the superiority of Popitas over the generic brands.
In addition, all the scripts featured absurdly humorous twists which gave the brand a tone all of its own, as well as moments when the characters interacted with the product itself by consuming it.
In a second phase, we worked on different interactive pieces linked to both the three main chapters and to the territory in a generic manner. This way, we made the most of the possibilities provided by the platforms, launching polls, open questions, etc., which helped disseminate the campaign's messages.
In addition, we reinforced the link between Popitas and the new territory by designing a monthly coverage plan on Twitter for the big series premieres on digital platforms. The CM team's follow-up, comments and interactions with the viewers regarding the series leveraged the territory and linked the product to the moment of consumption – a further leveraging of the campaign activation in owned media that organically generated high rates of brand affinity and interactions.
“When addressing the media strategy for Popitas, the main objective was to transcend the concept of the campaign and offer users an experience by working with creativity and a mix of media and formats that allowed us to reach our audience at the right moment with a relevant message.”
Malena Costa Media manager
Media and data strategy
To get the Popitas message across to the general public, we set ourselves a primary objective: to transcend the campaign concept and offer the users an experience by playing with the different creativities and platforms that are available. Therefore, we wanted users to get to know the different pieces of content and interact with them, while also achieving a very good frequency without having to re-impact the audience again and again with the same creativity.
To achieve this, we worked on 4 aspects that were fundamental to the optimal performance of the campaign:
An audience plan that we translated into a valuable asset for the brand.
We created an audience plan, not only to define the brand’s different customers and find them in the digital ecosystem, but also to simultaneously build a valuable asset for the brand.
A mix of media designed to connect with the audience.
We worked on a media mix where each platform played its role, understanding the user habits and behaviour on each platform to activate every creative asset in a strategic way that would help us to connect with the audience.
Daily monitoring of the results.
We carried out daily monitoring of the results throughout the process. This allowed us to make decisions in the most efficient way possible while generating new creativity based on the responses from users.
Optimisation of audiences and creativities.
Finally, in the optimisation phase, we crossed over different audiences and creativities to deliver the most relevant message to each of the campaign's targets.
Resultados
The content was very well received and surpassed all the established objectives. By achieving these goals with a smaller budget than expected, we were able to expand the campaign to other platforms thereby increasing coverage.
In addition, users were able to understand the campaign's storytelling and connect one creativity with another as they grasped the meaning of the project. The nearly 3 million interactions were key to working on new pieces that responded to their interests or perceptions.
Credits
Popitas
2020
Food
Agency Team
Marc Graells
Luís Conde
Uri Fernandez
Pita Gan
Ariadna Castells
Fran Paz, Samuel Valiente, Joan Tremoleda
Rubens Pérez
Malena Costa
Martí Ibarz
Judit Busquets
Partners
The Frank Barton Company
Cliente
Yoana Elvira
Rafael Arellano
