The energy drink category requires a precise and creative approach to promotion. In the FMCG segment, one of the most effective tools is media advertising, which the 18+ brand has successfully used to solve image problems.

Read more about the strategy and results in the case study.

Tasks:

• Increase brand awareness

• Increase the knowledge of the target audience about the 18+ drink

Tools:

• Rich Media

• Targeting by socio-demographic characteristics

• Relevant interests and application categories

Geo: Uzbekistan

To reach the target audience, a combination of targeting based on social criteria and relevant interests was used. 

The main focus was on men and women aged 16-40, the key audience in the energy drink category. This group actively uses mobile devices for entertainment, learning, and self-expression, which has determined the choice of interest categories such as gamers, students, education, hobbies, style, and fashion.

Each category has its own pool of interests developed to ensure an accurate audience hit.

For the campaign, the BYYD production platform department has developed a unique Rich Media creative game. This is a highly engaged format: after interacting with such creatives, 56% of users show interest in buying, while for static banners this figure is only 38%.

The creative included an interactive scenario: users were asked to move molecules with elements to the image of a can of a drink in order to learn more about its composition and go to the website.

This approach visualized the value of the product, making it memorable, and encouraged users to further interact with the brand.

The campaign was optimized daily based on data from the BYYD platform. This approach made it possible to quickly respond to changes in audience behavior, which led to the achievement of CTR above the planned level.

The results showed high efficiency of placement in applications of various subjects. Planners and music services attracted users interested in productivity and relaxation, while midcore and casual games attracted an engaged audience inclined to actively interact with content.

As a result of the campaign, the plan for clicks and impressions was exceeded, which confirms the successful selection of the audience and the high effectiveness of in-app advertising.

You can find out more on the website.