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Promoting Eckes-granini With Social Media

17 April 2020
Eckes-granini is a German fruit-juice maker who found success with Social Media video ads and saw sales increased by 14% amongst customers.
Throughout  Germany and Europe Eckes-granini specialises in producing non-alcoholic fruit drinks to the masses. Its product portfolio includes international premium brands granini and Pago, as well as regional brands, such as hohes C in Germany, Austria, Switzerland and Hungary.

The goal

Eckes-granini wanted to raise awareness and drive sales of its wide range of fruit juices. Grabbing customers’ attention by introducing the granini Selection range, which features fruit juices such as mango, cranberry, pomegranate and passion fruit.

The strategy

The team from granini worked with Facebook Creative Shop to reuse existing TV ads for mobile. Creating 6 separate ads each featuring a different flavour. 
All six ads followed Facebook’s best practices for mobile, with a short, vertical video introducing the brand at the start. The ads were also designed to appeal whether viewers had the sound turned on or off.
The campaign used to reach and frequency buying tools to reach people in Germany between the ages of 18–49 at an optimal frequency. It also ran in parallel with a TV campaign, helping to establish an aligned cross-media plan. Results were measured by a Marketing Mix Evaluator (MME) study from GfK.

The results of social media video ads

A boost for juice, Eckes-granini’s appealing Facebook video campaign reinforced an already strong brand while attracting new customers with a fresh range of exotic fruit juices. Between August 6–September 30, 2018, the campaign achieved:

  • 14% lift in offline sales amongst people who saw its ads on Facebook

  • 31% lift in in-store sales to new buyers amongst people reached on Facebook

  • 2.5 million people reached exclusively on Facebook

  • 98% on-target delivery on Facebook for target group 18–49

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