WOM campaign for the new Rastishka yogurt

• Acquaint the consumer with a new product;

• Launch a wave of reviews and recommendations;

• Form brand and product ambassadors.

Word of mouth Naprobu project with bloggers:

• 100 nano- and micro-influencers - Naprobu experts: product testing, feedback and recommendations;

• 8 mom bloggers: publication of thematic articles posts and stories;

• Digital promotion campaign;

• Audience questioning, research results;

• Video production and promo based on the results of the project.

The entire campaign was based on the generation and promotion of the content of nano-, micro- and macro-influencers. This kind of mix is highly effective both for building knowledge about a new product, communicating the values and benefits of the product, and attracting and building consumer trust.

We invited bloggers to be the first to try the new yogurt and give feedback. Mom bloggers, each of whom has from 100 to 400 thousand followers on Instagram, transformed into brand ambassadors and called on a wide audience to test the product. WOM-кампания WOM campaign.

At the same time, a consumer testing project was launched on the Naprobu.ua platform. Here, we formed a focus group from a large number of interested parties. Its participants got acquainted with the new product and left their feedback. So, among the 3,700 people who applied for participation, we invited 100 mothers - Naprobu.ua experts, and created sets with novelties for them. The visual symbol of the campaign was Dino, the hero of Rastishka TM.

The children were so surprised when they saw him in person on the doorstep of their house! Yes, yes, he personally delivered a set of new yogurts to each participant in a beautiful box with a red satin ribbon. The moment of product delivery and meeting was captured on video, which formed the basis of the video based on the project results. It was promoted in social media by Burda Media Influencer agency and Rastishka TM.

As a result:

100% of Naprobu participants confirmed that the absence of sugar in the new Rastishka yogurt is an undeniable advantage

97% of Naprobu participants plan to continue buying Rastishka yogurt