Case Study - Chocomel & Play the Game Agency 2024
→ Context
Chocomel, a chocolate milkshake brand from the Dutch group FrieslandCampina, has once again teamed up with Play the Game Agency for the second consecutive year to connect with the younger audience.
→ Proposal
At the agency, we crafted a campaign designed to elevate Chocomel's digital presence while also enhancing its physical retail strategy. Our approach centered around leveraging various digital entertainment channels to engage with the target audience and convert that engagement into sales.
A standout collaboration featured influencer Xurxo Carreño, who created an exclusive cheesecake recipe using Chocomel, showcased in a captivating reel. In the video, Carreño unveiled a “secret ingredient” that consumers could find on Chocomel packaging. The promotion continued through Instagram stories, encouraging followers to visit retail locations to grab the ingredient and try the recipe at home.
We also teamed up with the popular podcast Club113, introducing a new segment called “Debates Imposibles.” Here, we seamlessly integrated product mentions and placements into the content. This segment ventured into the streets with Werlyb, producing humorous content that invited people to defend absurd topics. The most entertaining responses earned participants delicious Chocomel milkshakes as prizes. To further engage our audience and highlight the brand's adventurous spirit, we organized a giveaway for a Chocomel KIT, which included an all-expenses-paid trip to Amsterdam, along with custom sweatshirts and luggage.
→ Value
The campaign aimed to generate a significant impact in digital media and translate that into business results, focusing on driving turnover at the point of sale.
We also conducted thorough monitoring of the campaign to optimize its performance and maximize engagement opportunities.
→ Results
The partnership with Xurxo Carreño and the activation on the Club113 podcast effectively grabbed the attention of a young, highly active social media audience, driving viral content and significantly increasing brand visibility. This led to 3,665,438 impressions and 77,201 interactions, with an engagement rate of 2.11% across Instagram, TikTok, and YouTube.
→ Client Quote
"With Play The Game Agency's expertise in driving both digital and physical strategies, we made a significant impact, connecting authentically with a young, hard-to-reach audience."
Jorge Ferrer, Marketing Manager at FrieslandCampina.
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