Customer
Kikkoman Trading Europe GmbH - distributor of Kikkoman products in Europe
Objective
- To develop an advertising campaign to encourage the first purchase by the target audience
- To draw attention of the target audience to the Kikkoman product as a universal dressing for traditional home cooking
Solution
- To develop a promo site, capable of stimulating the end users by taking part in the contest of recipes
- To conduct a BTL-campaign at points of sale
Kikkoman Soy sauce. Everyday. For everything.
Project description
- Product: Natural soy sauce Kikkoman
- The key message: Kikkoman for everything.
Everyday. - Geography: The whole of Russia.
The idea is to add Kikkoman soy sauce to traditional
everyday home cooked dishes.
Campaign period
- 28.01 - 28.04
- Web-campaign
- 28.01 - 02.04
- Testing
Try > Get a brochure > Find the item on the shelf of the store > Visit the site > Join in!
Promotional website
Technologies
Developing the system from the scratch for the purpose.
Programming language PHP
Prize policy
Summing up 1 every 3 weeks:
20 February, 14 March, 3 April,
24
April. At each stage
2 winners are determined
Prizes
-
1 place
Microwave
«Hansa» -
2 plase
Food steamer
«Tefal»
Advertising campaign
Offline
- Tastings
- Distribution of branded brochures
- POS-materials
- Shelfbanners
Online
Advertising for the whole of Russia:
- PPC
- SEO
- Banner digital advertising
Results
Thanks from the company Kikkoman
Web
- > 200 000 unique visitors per month
- 1161 registrations
- 154 participant
- 8 winners
Brand awareness in Russia increased by 17%
Sales points
- 137 000 verbal contact with the target audience
- 6 700 testings
- 65 000 sauce bottles sold
Sales growth + 11%
The total audience coverage 1 000 000
Award Winner
«Golden Site»
in the nomination Foreign Company
Trademark
Team
- Dmitry Chinenov
- Maria Beleninova
- Xenia Demirchieva
- Olga Mironova
- Vyacheslav Borisov
- Sofia Smirnova
- Osmakov Vladlen