Summary

The iconic Croatian confectionery brand created a guerrilla-style collab with the football star Ivan Rakitić, based on his viral social media videos.

Challenge

Domaćica is a successful, recognizable brand with a long history which didn’t have a clear brand identity among the younger population. The aim was to increase its market share in Croatia and to improve perception among younger consumers. The media department also used the power of digital channels among a receptive younger audience.

Solution

The power of social media was used, following an unpaid post on Instagram made by a famous footballer Ivan Rakitić, which received extremely positive feedback. In the following campaign which used mixed channels (TV, digital, outdoor, radio, print) the consumers were invited to take part in a prize contest, called “BRING ME DOMAĆICA””, bringing a box of Domaćica to Ivan Rakitić in person, in Barcelona.

Results

The market share growth surpassed the set goals. Such growth was not recorded by any other brands in the Top 10 brands category.

Significant sales growth in quantity and value. Set goal for the number of views of the video on YouTube was surpassed by 75 percent. Facebook Video Ad clicks surpassed goal by 54 percent. 86 percent of YT viewers watched the video until the end. Campaign was seen by a total of at least 960.251 unique users. Post become most popular FB post in Croatia in the month of July of 2016.