{"id":2604,"date":"2022-02-01T15:12:23","date_gmt":"2022-02-01T14:12:23","guid":{"rendered":"https:\/\/www.realgrupa.com\/uncategorized-hr\/kras-domacica-rakitic\/"},"modified":"2026-05-11T12:29:19","modified_gmt":"2026-05-11T10:29:19","slug":"kras-domacica-rakitic","status":"publish","type":"post","link":"https:\/\/www.realgrupa.com\/hr\/work\/kras-domacica-rakitic\/","title":{"rendered":"Kra\u0161 Doma\u0107ica Rakiti\u0107"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"summary\">Sa\u017eetak<\/h2>\n\n\n\n<p>Kultni hrvatski brend slatki\u0161a stvorio je gerilsku suradnju s nogometnom zvijezdom Ivanom Rakiti\u0107em, temeljenu na njegovim viralnim videima na dru\u0161tvenim mre\u017eama.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"challenge\">Izazov<\/h2>\n\n\n\n<p>Doma\u0107ica je uspje\u0161an, prepoznatljiv brend s dugom povije\u0161\u0107u koji nije imao jasan identitet me\u0111u mla\u0111om populacijom. Cilj je bio pove\u0107ati tr\u017ei\u0161ni udio u Hrvatskoj i pobolj\u0161ati percepciju me\u0111u mla\u0111im potro\u0161a\u010dima. Medijski odjel je tako\u0111er iskoristio snagu digitalnih kanala me\u0111u prijem\u010divom mla\u0111om publikom.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"804\" height=\"812\" src=\"https:\/\/real-media.hr\/realgrupa-wp\/wp-content\/uploads\/2022\/02\/rakitic_domacica_case_img.jpg\" alt=\"\" class=\"wp-image-109\" srcset=\"https:\/\/www.realgrupa.com\/wp-content\/uploads\/2022\/02\/rakitic_domacica_case_img.jpg 804w, https:\/\/www.realgrupa.com\/wp-content\/uploads\/2022\/02\/rakitic_domacica_case_img-297x300.jpg 297w, https:\/\/www.realgrupa.com\/wp-content\/uploads\/2022\/02\/rakitic_domacica_case_img-150x150.jpg 150w, https:\/\/www.realgrupa.com\/wp-content\/uploads\/2022\/02\/rakitic_domacica_case_img-768x776.jpg 768w, https:\/\/www.realgrupa.com\/wp-content\/uploads\/2022\/02\/rakitic_domacica_case_img-634x640.jpg 634w\" sizes=\"auto, (max-width: 804px) 100vw, 804px\" \/><figcaption class=\"wp-element-caption\">Ivan Rakiti\u0107 &#8211; Kra\u0161 Doma\u0107ica<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"solution\">Rje\u0161enje<\/h2>\n\n\n\n<p>Iskori\u0161tena je mo\u0107 dru\u0161tvenih mre\u017ea nakon nepla\u0107ene objave na Instagramu koju je napravio poznati nogometa\u0161 Ivan Rakiti\u0107, a koja je dobila izuzetno pozitivne reakcije. U sljede\u0107oj kampanji koja je koristila mje\u0161ovite kanale (TV, digitalni, outdoor, radio, tisak) potro\u0161a\u010di su pozvani da sudjeluju u nagradnoj igri pod nazivom \u201eDONESI MI DOMA\u0106ICU\u201c, donose\u0107i kutiju Doma\u0107ice Ivanu Rakiti\u0107u osobno u Barceloni.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"results\">Rezultati<\/h2>\n\n\n\n<p>Rast tr\u017ei\u0161nog udjela prema\u0161io je postavljene ciljeve. Takav rast nisu zabilje\u017eile nijedne druge marke u kategoriji 10 najboljih marki.<\/p>\n\n\n\n<p>Zna\u010dajan rast prodaje u koli\u010dini i vrijednosti. Postavljeni cilj za broj pregleda videa na YouTubeu prema\u0161en je za 75 posto. Klikovi na video oglase na Facebooku prema\u0161ili su cilj za 54 posto. 86 posto gledatelja YouTubea pogledalo je video do kraja. Kampanju je vidjelo ukupno najmanje 960.251 jedinstvenih korisnika. Objava je postala najpopularnija objava na Facebooku u Hrvatskoj u srpnju 2016.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/real-media.hr\/realgrupa-wp\/wp-content\/uploads\/2022\/02\/rakitic-graph.png\" alt=\"\" class=\"wp-image-111\" srcset=\"https:\/\/www.realgrupa.com\/wp-content\/uploads\/2022\/02\/rakitic-graph.png 800w, https:\/\/www.realgrupa.com\/wp-content\/uploads\/2022\/02\/rakitic-graph-300x300.png 300w, https:\/\/www.realgrupa.com\/wp-content\/uploads\/2022\/02\/rakitic-graph-150x150.png 150w, https:\/\/www.realgrupa.com\/wp-content\/uploads\/2022\/02\/rakitic-graph-768x768.png 768w, https:\/\/www.realgrupa.com\/wp-content\/uploads\/2022\/02\/rakitic-graph-640x640.png 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\">Kra\u0161 Doma\u0107ica &#8211; Campaign results<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Kultni hrvatski brend slatki\u0161a stvorio je gerilsku suradnju s nogometnom zvijezdom Ivanom Rakiti\u0107em, temeljenu na njegovim viralnim videima na dru\u0161tvenim mre\u017eama.<\/p>\n","protected":false},"author":1,"featured_media":209,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17,19,16],"tags":[],"class_list":["post-2604","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative","category-media","category-work"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kra\u0161 Doma\u0107ica Rakiti\u0107 | REAL GRUPA<\/title>\n<meta name=\"description\" content=\"Kra\u0161 Doma\u0107ica Rakiti\u0107\" \/>\n<meta name=\"robots\" content=\"index, follow, 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