Creating an emotinal bond with the customer online

Based on our previous experience in creating galleries with sticker adding features, we created a gallery in which users were able to create their custom photo and message of love to someone using predefined elements representing the brand products.

COMPANY
Founded in Bielefeld in 1891, the Dr. Oetker family business ranks among the leading branded goods companies in the German food industry. The brand is familiar to virtually every consumer. In numerous ranges, it was represented by 400 different products in Germany and 3,500 worldwide. It is market leader in almost all its product lines.

The international activities account for more than half of total turnover and focus primarily on the European countries. In Serbia, the company is present with more than 100 products, continuously working on further innovations and introduction of new products.

At the local market, current marketing activities of the brand are focused on strengthening the emotional bond and offering the target audience additional content that would ensure their loyalty.

PRODUCT
Based on our previous experience in creating galleries with sticker adding features, we created a gallery in which users were able to create their custom photo and message of love to someone using predefined elements representing the brand products.

MECHANISM
After entering the application, the consumer is able to start creating their message of love to someone. The message consists of a sticker freely generated out of 16 predefined elements (Dr. Oetker products and sweets made out of Dr. Oetker ingredients) and a text message of maximum 60 characters. While typing the message, it automatically fits the created sticker. After finishing the task, the user registers in order to make their message valid for voting and be able to share it on social networks. Each user was able to vote for one message once a day. At the end of each week, the messages with the most likes were awarded with a coffee mug with their ‘’artwork’’ printed on it.

RESULTS
In the first week of the activation alone, almost 1000 stickers were produced and in the first month that number rose to over 2500. With a total of 8.857 generated, the campaign successfully resonated with the target group securing their loyalty in the period to come.

INTEGRATION: Facebook
PROJECT DURATION: 4 months
RESULTS: 8.857 stickers uploaded
SECURITY: Advanced