*this part is the same for all rationales.
Rekorderlig is a Swedish fruit cider brand with 5 flavours currently on the market and a seasonal one for winter. Founder Anders Nanne sees its current target market as women in their mid 20s – young, trendy, energetic and keen on new experiences. Westons’s Cider Report released in 2017 states that Rekorderlig’s current market share is 5% with a value growth of 13.1%. The same reports show that despite its flavours portfolio, only one flavour is widely bought and accountable for a big part of the brand’s market share – Strawberry-Lime.
To increase awareness of Rekorderlig’s flavours.
To make each flavour seem personal for its audience.
A visual campaign across multiple platforms that promotes the quiz app.
Instagram posts concept explained
Promoting a mobile app through a mobile exclusive social media platform would be ideal as two fifths of 16-24s are claiming to be mobile-only social media users, according to a Mintel report on Digital Advertising. Also the Next Generation Strategies for Advertising to Millennials report by ComScore states that millennials are strongly engaging with media platforms that they choose to use. An Avocado Social report takes that further by stating that Instagram’s demographics in the UK are 64% female. Given that Instagram is one of the most used social media platforms by millennials, the campaign is assured brand exposure to the chosen target market.
The business objective is to raise awareness of the Rekorderlig flavours, while the audience’s position in the customer journey is the awareness stage. The Instagram promotion has two phases. One of them is the sponsored post (pictured above) which is integrated in the campaign by promoting the quiz game and inviting the audience to download it and be part of the Rekorderlig community. Since the post will be sponsored, it will appear into targeted prospective customers’ feeds.
Rekorderlig has a flavour for everyone!
Take the Rekorderlig quiz to find out the flavour that suits your personality!
The message of the campaign is that Rekorderlig has a flavour for every person, therefore the sponsored post reiterates that message. However, the second phase of the campaign (pictured below) is organic posts reposted from women that have already used the hashtag and potentially tried the quiz. Pictures are generally showing women enjoying Rekorderlig and the caption is ideal to intrigue the target audience and make them want to find out the ideal flavour for them. CNBC reveals that millennials prefer experiences over buying products, as opposed to the previous generation, therefore the tone of voice has to be entertaining, intriguing, while being friendly and approachable. The way to promote and ultimately sell Rekorderlig is to have it perceived as an experience, hence why the sponsored post is strengthened by the organic post that depicts women enjoying the ciders and having a good time. This puts the focus on the benefit of the product rather than the actual purchase.
The measurement of this campaign will be made through the engagement level shown by the statistics of the instagram profile, the number of likes, comments and followers gained after the launch of the campaign.
Avocado Social (2016) The Latest UK Social Media Statistics For 2016. Available from: http://avocadosocial.com/the-latest-uk-social-media-statistics-for-2016/ Accessed 27th April 2017.
ComScore (2012) Next-Generation Strategies for Advertising to Millennials. Available from: http://www.comscore.com/Insights/Presentations-and-Whitepapers/2012/Next-Generation-Strategies-for-Advertising-to-Millennials?cs_edgescape_cc=US Accessed 27th April 2017.
Mintel (2017) Digital Advertising – UK – March 2017. Available from: http://academic.mintel.com/display/824177/ Accessed 26th April 2017.
Saiidi, U. (2016) Millennials are prioritizing ‘experiences’ over stuff. Available from: http://www.cnbc.com/2016/05/05/millennials-are-prioritizing-experiences-over-stuff.html Accessed 27th April 2017.
Social Media Marketing UK (2016) Most Popular Social Networks in the UK. Available from: https://social-media.co.uk/list-popular-social-networking-websites Accessed 27th April 2017.