SINALCO – ANSPRACHE JUNGER ZIELGRUPPE

CUSTOMER SINCE: 2019
INDUSTRY: BEVERAGES
GOAL: INCREASE BRAND AWARENESS AND WILLINGNESS TO BUY AMONG YOUNG ADULTS

TARGET GROUP: YOUNG ADULTS FROM 20 TO 29 YEARS OF AGE
SERVICES: SOCIAL MEDIA MARKETING / DISPLAY ADVERTISING / VIDEO-IN-STREAMADS / YOUTUBE

Task / Challenge

Sinalco is a traditional brand that was founded in 1905 and wants to appeal to the younger target group. The task is therefore to generate brand awareness in the younger target group in specific states and to strengthen or rebuild brand perception among 20- to 29-year-olds.

Approach

To achieve the objective of increasing awareness, we analyzed the target group and its media usage behavior in detail and examined which channels are best suited to reach it. The focus channels are YouTube, Facebook, Instagram, TikTok and Twitch. In addition to the social media channels, display banners and video in-stream ads are also played via the (mobile) web and in-app, as the target group generally has an extremely high affinity for online media.

The target group was addressed with different campaign motifs. The awareness campaign with the slogan “Sinalco. Or do you want to carry on as before?” kicked off the new brand positioning. The content of the campaign was that viewers could apply to be Sinalco’s new advertising face by submitting a video, after which the Sinalco jury selected eight winners with whom the new commercial was shot.

Since the younger target group in particular has discovered the advantages of traveling in and with a camper – not least due to the Corona pandemic – Sinalco is implementing another awareness campaign with this development in mind. In the lid code sweepstakes, Sinalco is giving away a camper trip from roadsurfer worth 3,000 euros every week, as well as other prizes every day – always under the motto “Roadtrip”.

Result

The target group was reached sustainably through multiple contacts via many different, relevant channels, which was ultimately also reflected in the market research. In particular, increases in advertising recall, brand awareness and likeability within the target group were measured.

Do you have similar challenges?

Nehmen Sie Kontakt zu unseren Experten auf

Request now

Awareness campaign: Addressing young target group

This is just one video that was used as part of the awareness campaign, which carried the tagline “Sinalco. Or do you want to carry on as before?” was used to anchor the new brand positioning in the target group.

Case image material

The campaign motifs opposite illustrate the variety of advertising media – from YouTube to TikTok, all digital channels in particular were used here to reach the target group exactly where they are.