The campaign concept is based on a consumer segmentation survey, a need states analysis, current trends and retailer data. The consumer segmentation survey shows the biggest potential for attracting new consumers to the brand in the segment of "wellbeing & balance" focused consumers. In order to build a holistic content platform derived from the brand vision, we identified relevant moments in the target audience's life in which the brand can play a meaningful role. Each year, according to Forsa, around 40M Germans make New Year’s Resolutions: To eat healthier, become fitter, feel happier. 25% fail already in week one. The campaign empowers consumers to to achieve their New Year’s resolutions with the Healthy and Adventurous Program for a Promising Year.

The campaign is a digital cross-channel activation, designed to take consumers along the funnel from Awareness to Loyalty. Launched in late December 2016, the focus lay on building up reach toward the 2-week program, which ran from January 9-22. Facebook is the foremost awareness-driver, complementing Facebook Event Ads invite consumers to download the program and join the Facebook Event community. On YouTube, videos activated and inspired consumers to take part. Google SEA and the brand’s newsletter generate further traffic to the landingpage. Downloadable shopping list and coupons, as well as retailer media encouraged trial. On January 7, the 2-week program was kicked off with an all-day influencer event, empowering them to become program ambassadors. A special edition of a renown online magazine provided holistic information and inspiration on how to start the new year happily. The campaign is complemented by a KitchenStories collaboration and native advertising on huffingtonpost.de.

Overall, the campaign achieved a reach of more than 37M activating consumers along the funnel, from creating awareness for the brand and what it stands for, to consideration, trial and loyalty. Facebook ads generated 14.5M reach. The Facebook Event reached 892K unique people and led to 10.7K Event Actions. Influencers and consumers spreading the message generated a reach of over 4.7M. 163K unique readers were inspired by the online magazine special edition. The 2-week program online version generated a reach of 45.8K, additionally, the pdf was downloaded over 14K times. 22.3K downloaded coupons, with a redemption rate of over 59%. The very successful media results are complemented by equally successful business results, reflecting a growth of +4.5%. Moreover, the campaign had a positive impact on the brand image, i.e. +17.4% say that “It’s a brand for me”, and +13.7% say the brand “Offers tasty products”.