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International Communication 2009 / 2nd place / Goodness of margarine (GOM) campaign led by Rama

Baltic PR Awards 2009
International Communication


Agency: VRP | Hill & Knowlton
Client: Unilever

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International Communication 2009 / 2nd place / Goodness of margarine (GOM) campaign led by Rama

  1. 1. “ Rama Goodness of margarine” (GOM)”     Hill and Knowlton Baltic team 1 st of April, 2009
  2. 2. Situation analysis, beggining of year 2008 <ul><li>Global company Unilever decided to strengthen its margarine brand Rama in the Baltic Countries by promoting its intrinsic goodness and chose Hill and Knowlton Baltic team to implement the campaign </li></ul><ul><li>After the research: </li></ul><ul><ul><li>Bad market results – product category was constantly declining </li></ul></ul><ul><ul><li>Perception of margarine tends to be negative as it is seen as unnatural product and “bad” fat </li></ul></ul><ul><ul><li>Margarine seen as unhealthier than butter (according to Snapshot, only 6% in LT and 1% in LV admitted that margarine is healthier than butter) </li></ul></ul><ul><li>LOCAL EXECUTION </li></ul><ul><li>Country & industry specific </li></ul><ul><li>strategies & programmes </li></ul><ul><li>- Local relevance </li></ul><ul><li>- Taps main country </li></ul><ul><li>- Underlines global brand </li></ul><ul><li>Measurement </li></ul><ul><li>REGIONAL DIRECTION </li></ul><ul><li>Pan – Baltic planning </li></ul><ul><li>- brand </li></ul><ul><li>- reputation </li></ul><ul><li>Core programmes </li></ul><ul><li>Creative resource </li></ul><ul><li>Library / materials </li></ul><ul><li>Evaluation </li></ul>
  3. 3. Strategical and tactical solutions (I) <ul><li>Goals of the campaign: </li></ul><ul><ul><li>Increase the credibility of margarine as healthy product </li></ul></ul><ul><ul><li>Connect the image of Rama with nutritional benefits of margarine </li></ul></ul><ul><ul><li>To slow down the margarine category decline by PR means </li></ul></ul><ul><li>Strategy: </li></ul><ul><ul><li>Get yellow fats consumers increase margarine (as category) consumption by presenting that essential fats are necessary element of a healthy diet </li></ul></ul><ul><ul><li>Get moms to use Rama margarine for making sandwiches for the family by proving them that Rama is the best daily source of essential fats </li></ul></ul><ul><li>Strategy implemented by following sequence: </li></ul>Building a good overall image of fats – communicating the truth based fact messages about good and bad fats Introducing the solution (Rama) Rising the interest about fats, starting the discussion in public/media
  4. 4. Strategical and tactical solutions (II) <ul><li>Target audience: </li></ul><ul><ul><li>Young mothers with kid’s aged 0 – 12 </li></ul></ul><ul><ul><li>Women interested in healthy lifestyle </li></ul></ul><ul><ul><li>Consumers </li></ul></ul><ul><ul><li>Institutions (Health and nutrition organizations) </li></ul></ul><ul><ul><li>Doctors </li></ul></ul><ul><ul><li>Nutrition specialists </li></ul></ul><ul><li>Target messages: </li></ul><ul><li>“ Margarine is a natural product made from vegetable oils. Rama is a source of Essential Fatty acids and vitamins A, D and E, which are essential for proper growth for my kids.” </li></ul>
  5. 5. Strategical and tactical solutions (III) <ul><li>Communication channels: </li></ul><ul><ul><li>Media (lifestyle, women, family, national and regional media, internet, TV and radio) articles preparation and initiation on actual topics to deliver campaign messages; </li></ul></ul><ul><ul><li>Public events (for direct, interactive and attractive communication with target audience, e.g. taking part in International Children’s day activities in Riga, public picnic in the central part of Tallinn); </li></ul></ul><ul><ul><li>Key Opinion formers (KOF) program I: KOFs  mothers & other KOFs (cooperation with leading nutritionists to support campaign messages): 1) Media: scientific and popular articles about healthy nutrition, fats and their importance for health; 2) Educative, more scientific lectures, conferences for KOFs and doctors; 3) Educative lectures for mothers; </li></ul></ul><ul><ul><li>Key Opinion formers (KOF) program II: KOF mothers  mothers (cooperation to connect Rama brand and messages with target audience and rise credibility): used as Rama “face” in advertising campaign; </li></ul></ul><ul><ul><li>Marketing materials (brochures, flayers, etc.). </li></ul></ul>
  6. 6. Results (I) <ul><li>The campaign was successful for several reasons: </li></ul><ul><li>In General: </li></ul><ul><ul><li>Slow down of the margarine category decline achieved according to Nielsen research (no slowdown at Oct-Nov 2008 via -9% in the Baltic's at 2007). Rama margarine sales went up more than 10% comparing to the same period in 2007 </li></ul></ul><ul><ul><li>Margarine market stabilization in all the Baltic Countries </li></ul></ul><ul><ul><li>Unilever was #1 margarine producer in all Baltic markets (in Lithuania during the campaign it overcame Lithuanian local producers, the leader of the market in the last few years) </li></ul></ul><ul><li>Target audience: </li></ul><ul><ul><li>Improved perception of margarine as healthy product (after Snapshot, end of 2008, 9% in Lithuania and 5% in Latvia admitted: margarine is healthier than butter. In the end of 2007 it was 6% in Lithuania and 1% in Latvia. Similar results In Estonia). </li></ul></ul><ul><ul><li>On Jan-July 2008 Rama articles started discussions in women online portals regarding margarine, discussing margarine healthier than butter. That was visible improvement towards support of margarine instead of butter. </li></ul></ul>
  7. 7. Results (II) <ul><li>Media: </li></ul><ul><ul><li>More than 50 articles, several TV and Radio show’s about fats, healthy nutrition published or initiated in target media in the Baltic States </li></ul></ul><ul><ul><li>Higher visibility of Margarine category (in general) in media. The biggest visibility of Rama brand in specialized magazines and Internet. </li></ul></ul>