The aim of the campaign
In May 2022, MOL added another delicious product to its range: the JIM energy drink and Crunch&Go crisps. MOL's product launch campaign used a number of exciting tools to increase awareness and drive sales. The aim was to reach a younger, mainstream audience.
Concept
The face of the energy drink is Jim, the always bubbly and playful Boston terrier - he embodies the spirit of the product and helps the new energy drink stand out from the competition. So instead of classic influencer collaborations, we thought in two directions:
Jim, who played a complete influencer role in the campaign, was given his own instagram profile, through which we built his personality on social media. He also appeared in the ads.
In addition, we added canine influencer collaborations to the campaign, for whom JIM commented under their content, increasing organic reach.
Realisation
Jim performed dog-well as a brand ambassador. We built his own personality, story, tone-of-voice, Instagram profile and gathered followers. We regularly posted photos and videos of him, which of course included product.
The profile was highly active: we also commented constantly under other people's posts, placed funny but brand-relevant messages under our target audience's profiles, and appeared on MOL's other social media channels.
JIM's content was so successful that we gained several macro-influencer followers, as well as being approached with collaboration opportunities on our profile. That's how JIM became a real dog influencer!
We also used social media advertising and a number of new digital ways to achieve success.
Although the active period of the campaign has come to an end, we are still in constant communication on the JIM channel of content production, where we are thinking about new activities.
Results
Jim's Instagram profile now has hundreds of followers and his organic reach extends far beyond his follower base. Posts are also successfully going viral.
On Facebook, ads have reached over 1,000,000 unique users, with videos being watched in outstanding numbers in their entirety.
In addition to an active social media presence, our unique banners also performed very well. Thanks to our imaginative and eye-catching creative, we successfully put JIM energy drinks and Crunch&Go crisps on the consumer map.
