This campaign successfully introduced a new product into Target stores, increasing market share, expanding distribution, and extending the product’s life span. Through a well-coordinated marketing strategy, it heightened brand visibility and engagement across key demographics.
Key Results:
- Increased Market Share by 15%: The campaign’s focus on product differentiation, coupled with effective positioning, resonated with the target audience. By emphasizing the product’s unique flavor and versatility, we successfully captured a larger market share, leading to a 15% growth.
- Expanded Distribution to 700 Target Stores: Through strategic collaboration with Target and well-executed marketing efforts, we secured shelf space in 700 Target locations. This significantly boosted product availability, allowing us to reach a wider customer base and drive higher sales.
- Extended Product Life Span: By creating a strong connection with consumers and continually promoting the product through social media and influencer collaborations, we extended the product’s life span. This long-term engagement ensured sustained interest and contributed to the product’s long-term growth and success.
Action:
- Product Demand and Market Positioning: Focused on the product’s unique taste and flavor, we brought it to life through a visually captivating video campaign, appealing to the senses and reinforcing the brand's core strengths.
- Target Audience Analysis and Concept Development: Identified second-generation Asian immigrants and Gen Z as the primary audience. Crafted a lively stop-motion video with vibrant colors and upbeat music, highlighting the product's versatility for both family gatherings and social occasions.
- Leadership and Team Coordination: Led the integration of photography and design teams, ensuring all deliverables were completed on time. Built a pre-launch buzz through experiential marketing and influencer collaborations, delivering a cohesive and engaging campaign before the product hit Target shelves.