Work hard, be kind, eat pizza! This was the slogan for the Ristorante Keep On Playing campaign. And as proof of how worthwhile all those nights with pizza were, the campaign clearly exceeded its KPIs. As a result of the spectacular and varied formats, targeting strategy and continuous optimisation we recommended, the ads reached over 4.5 million users. While image building and maximising reach were set as the main objectives of the campaign, we also managed to achieve a great click-through rate, with the undeniable contribution of some new communication platforms.
The numbers proved that the younger target audience (urban men and women aged 18-39, open to solutions that can make life more convenient) responded extremely well to being targeted with ads on social channels "beyond Facebook" (Tinder, Snapchat, Pinterest, TikTok, Spotify). In addition, we proved that if creatives fit into the platforms that young people visit (e.g. Gamestar, IGN), we can easily outperform the industry average click-through rate.
Successful new platforms
As we are talking about a young target group, it was a natural choice to amplify the campaign by involving influencers. However, in addition to traditional Instagram presence, we also appeared on platforms whose primary user base is young people (Twitch, TikTok). In the end, we reached a total of one and a half million people across the three channels.
Twitch gamer Cristijan and TikTokker Vivi Sápi were the top performers. While Cristijan's channel featured the Ristorante logo and pizzas for a month, reaching 345,000 people in total, Vivi Sápi's video exceeded all our expectations. At the time of writing, this sponsored content has already reached 130,000 likes and 932,000 views - an outstanding result for sponsored content.
As we are talking about a young target group, it was a natural choice to amplify the campaign by involving influencers. However, in addition to traditional Instagram presence, we also appeared on platforms whose primary user base is young people (Twitch, TikTok). In the end, we reached a total of one and a half million people across the three channels.
Twitch gamer Cristijan and TikTokker Vivi Sápi were the top performers. While Cristijan's channel featured the Ristorante logo and pizzas for a month, reaching 345,000 people in total, Vivi Sápi's video exceeded all our expectations. At the time of writing, this sponsored content has already reached 130,000 likes and 932,000 views - an outstanding result for sponsored content.
@viviensapi Nem gondoltam volna, hogy ez lesz egy szelet pizza miatt! 😳🍕 Inkább osztozzatok! 😅 #játssztovább #Ristorante #reklám ♬ Monster - LUM!X & Gabry Ponte
What we are proud of
Oliver Filák, digital manager at Dr. Oetker said, "The diverse media mix has supported both our business and communication goals effectively. With the completely revamped online activity, we not only ventured into new areas, but also took the first successful steps towards rejuvenating our brand. We are particularly proud of the results of the influencer campaign, that, in addition to impressive numbers, produced quality content, a testament both to the well-chosen influencers and effective project management."
Oliver Filák, digital manager at Dr. Oetker said, "The diverse media mix has supported both our business and communication goals effectively. With the completely revamped online activity, we not only ventured into new areas, but also took the first successful steps towards rejuvenating our brand. We are particularly proud of the results of the influencer campaign, that, in addition to impressive numbers, produced quality content, a testament both to the well-chosen influencers and effective project management."
And although we don't know what recipe of Ristorante's pizzas, one thing’s for sure, they helped us to serve a creative campaign in the most effective way possible. Thanks a lot, Ristorante! We'll be counting on you again... and you can count on us.
