Triangolini Valfrutta, combining fun with advertising
Analytics, Data Analysis
Our strategy to relaunch Triangolini Valfrutta fruit juice was geared to a very young target audience - children aged between 4 and 7. This segmentation was defined mainly by the product and its packaging, which was deliberately “fun” for a fruit juice. It was a studied move: our research had shown that children were the ones who encouraged their parents to buy the product. So how could we successfully engage with children? Simple: by studying and executing a media strategy that had already been used in the past.
The first thing to take into consideration was the age of our target audience: such a young age meant that any communication was going to be shared by both children and parents (who, although busy doing other things, monitor their children to check the content they are exposed to). This led us to invest in television channels aimed for younger children which would ensure optimal engagement with our target group.
Research conducted by Doxa and Nielsen, however, showed that there had been a significant shift in the time spent by our target audience watching television towards digital devices, both desktop and mobile.
After closely analysing content used by this consumer group, we implemented a combined communication strategy involving dedicated TV channels and digital planning which featured engaging content like videos and rewarded video advertising on gaming platforms and targeted apps.
Using interactive tools which encourage children to play and give them a reward they can use in their game, produced excellent results in terms of viewing the whole message, with peaks of 94%, and high CTR rates (with peaks of 8%). Introducing digital communication into the media mix was highly successful in terms of reach and this strategy will be repeated in 2020-21.
To ensure the most effective planning, we used data from Auditel, an organisation which measures television audiences, to study audience balance on the different channels which, during lockdown, all performed positively but differently.
We worked with the client to optimise the cost of GRPs, monitoring weekly ratings very closely in order to make our media plan more effective and schedule our communication when audience ratings were at their highest and advertising concentration at acceptable levels.
Copertura sul totale periodo
children aged 4-7
Frequency of 16 over the whole planning period.
The TV campaign ran for seven months on several different channels covering fourteen weeks. This allowed us to promote the product over a long period, adjusting our investment and pressure to match that of the competition and ensure optimal visibility.
The results met all the targets set, confirming the success of our strategy.