Becherovka
Unfiltered

Digital strategy and craft digital campaign

Three stories about "an extra mile"

Or the answer to the question of why you should always do one more super effort.


Let's just say it causes a whole range of pleasant emotions. For example, the over fulfillment of the plan by 34.2% in clicks on some advertising materials simply pleased us. And by 216% in the rest of the campaign’s materials makes us happy. 


It all started with the fact that the Ukrainian market meets new product - Becherovka Unfiltered.

We had the task: to tell about the premium brand on a national scale and attracting a new audience.

Localization of a global commercial

And here's the story of "an extra mile" number one

First of all, we conducted an audience study and saw something interesting: the values of strong alcohol consumers are quite homogeneous, and they are easily covered by one advertising message.

But!

If you go deeper into the research you can see a little more.

The target audience with the same demographics looks at the same product with completely different eyes. And in our case, we’ve seen three different approaches.

Those who look at the Becherovka brand as an attribute of the parties. We called them Party Lovers.

Those for whom our alcohol is part of a friendly meeting in a trendy place of the city. Urban Beasts.

And those who see the brand in a glass of ice after a busy day at work. True Hedonists.

That's it. One target audience in terms of demographics, but three different consumer individuals.

And now the story of "an extra mile" number two

We have three target audiences, there is a cool video that we calmly adapt in Ukrainian, and there is a personalized banner campaign that needs to be created. And since the brand is fresher on the Ukrainian market, besides the video, we still have almost nothing…

Of course, you can photoshop everything as you please. But you can do a little more and use your own production to create high-quality materials.

To make Becherovka Unfiltered look at a premium level even on digital banners.

So in 1 day we shot 300+ photos of a new bottle, glasses, and additional elements like dynamic smoke from the video, authentic fluid transfusion, and the hands of the characters.

The result is key visuals, in which the brand's global message is supported by personalized usage situations.

The story of "an extra mile" number three

If you did not know, the audience of Ukrainian bloggers on Instagram consists of 80% of women and only 20% of men.

When we planned the campaign with influencers, the male audience was the prior goal. It is dominant in the brand’s split.

Therefore, it would be logical to take top bloggers. They would cover absolutely everyone with a couple of posts. Classic. Safe option.

But.

There's a big difference between who we need and everyone. Especially when you have a specific target audience.

So it was our strategic decision to do more.

We worked out the Instagram bloggers field and found the most charismatic representatives of our individual audiences among influencers.

In total, only 8 posts and  stories were made. But thanks to a well-thought-out selection, we managed to achieve the necessary coverage.

Results

Of course, you could just take a top blogger, throw the entire budget at him and not worry. The same situation with the target audience: we could use same materials for each audience.

But.

Would there be such an outcome?

+216%
Party Lovers

exceeding the plan for clicks on advertising

+34,2%
Urban Beasts

exceeding the plan for clicks on advertising

+49,9%
True Hedonists

exceeding the plan for clicks on advertising

+178,3%
Opinion leaders

exceeding the plan for coverage of the target audience

And this is only part of the results that we got, because of "an extra mile" efforts.