The previous 12 months noticed a seismic shift in the way in which folks stay, work, and play. For most of the people, consumption patterns and habits have modified too, equivalent to shopping for merchandise in bulk or in increased portions, however at a decreased frequency.
C2 Cool and Clean Litro
Some meals producers, equivalent to Universal Robina Corp., have been providing variants of their well-loved merchandise that meet prevailing necessities of customers. As good as these is likely to be, nonetheless, it wouldn’t matter if folks weren’t conscious of their existence. If the proper promoting or marketing strategies didn’t exist, the producer’s efforts to fill their prospects’ wants or wishes would have been in useless.
Thankfully, in right now’s world, there are a lot of avenues to achieve and inform a target market.
“At URC, we purpose to fulfill customers the place they’re,” mentioned URC chief marketing officer Mian David. “And because the folks we serve are caught at dwelling, it made excellent sense to hero our large packs”.
Seeing that many Filipinos at the moment are on Facebook, URC thought it could be the proper platform to tell the general public about its C2 Cool & Clean Litro variant. “Facebook enabled us to supply the proper pack, to the proper folks, on the proper time, on the proper place, on the proper second,” David mentioned.
Having collaborated with Facebook up to now, URC considered this as one other good alternative to check new marketing strategies and find out about present or rising finest practices on this subject, which Facebook has noticed in international locations all around the world.
For C2 Litro, URC’s marketing strategy referred to as for a nationwide promoting marketing campaign on Facebook, but it surely additionally needed to strengthen the model’s efficiency in key regional areas. To this finish, Facebook recommended implanting a pilot undertaking that will give the C2 Litro video advert a nationwide attain over a four-week interval. Coupled with this was using Facebook’s location focusing on, which might additionally double the frequency of the advert placement in choose regional markets.
This technique has been developed by the Philippines crew and has been applied first by URC. With calculated dangers, URC determined to go for it. As a model, URC has all the time embraced innovation, and this on-line marketing campaign additionally pushed the corporate additional alongside in its ongoing digital transformation. Thankfully, the gamble paid off.
With insights from Facebook, URC found that this nationwide marketing campaign with extra give attention to particular areas was a successful and cost-effective option to drive. According to the outcomes of the Brand Lift Study connected to the marketing campaign, there was a 27-percent improve in advert recall within the regional marketing campaign (the areas the place adverts had elevated frequency), versus that of a national-only marketing campaign. Likewise, the regional marketing campaign elevated model familiarity by 2.3 instances, and contributed to a 48-percent rise in buy intent, in comparison with the national-only marketing campaign.
In the tip, the large winners listed below are URC’s prospects, who at the moment are conscious that the C2 beverage that they know and love is on the market to get pleasure from at dwelling with their households, the place it’s accessible, and the way they will purchase it.
Thanks to the success of the pilot, URC is now the proud topic of a Facebook international case examine, demonstrating how manufacturers all around the world stand to profit from modern marketing strategies, campaigns, and options.
In this trusting, collaborative, and collaborative partnership, it’s clear that everybody wins—URC, Facebook, and, most essential of all, the Filipino client.
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