05 / Labud

KAKO JE LABUD TV DOSEGNUO 34M+ PREGLEDA VIDEA

Ruka drži telefon s mrežnim prikazom Labudovih videa za društvene mreže na plavoj pozadini.

PREGLED PROJEKTA

LABUD TV KAO POVEZAN SUSTAV SADRŽAJA NA VIŠE PLATFORMI

Labud je jedno od najpoznatijih imena u kategoriji sredstava za čišćenje, s više od osam desetljeća povjerenja potrošača. U digitalnom okruženju u kojem se brendovi natječu za pozornost, samo nasljeđe brenda nije dovoljno. Labud je trebao ostati relevantan novim generacijama, povećati angažman i poduprijeti prodajne rezultate ključnih proizvoda.

Razvili smo Labud TV — objedinjen sustav sadržaja s videom u središtu, temeljen na zajedničkom kreativnom pristupu i prilagođen Facebooku, Instagramu, YouTubeu i TikToku. Strategija je osigurala dosljedan način komunikacije brenda na svim platformama, uz prilagodbu sadržaja različitim publikama i formatima.

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Izazov

Labud je imao snažnu prepoznatljivost i desetljeća prisutnosti na tržištu, dok mlađa publika brendove sve više upoznaje kroz dinamičan digitalni sadržaj i društvene mreže. Izazov je bio postojeću vrijednost brenda pretočiti u komunikaciju koja može privući pozornost u suvremenom medijskom okruženju.

Cilj je bio povećati doseg, ali i ojačati angažman, proširiti publiku te poduprijeti prodaju ključnih proizvoda, kako bi Labud ostao relevantan i prepoznatljiv različitim generacijama.

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Pristup / Rješenje

Strategiju smo temeljili na učestaloj objavi video sadržaja i distribuciji na više platformi. Planiranje sadržaja, video produkciju, montažu i postprodukciju povezali smo u jedan sustav kako bismo središnju kreativnu ideju učinkovito prilagođavali različitim formatima i ponašanju publike.

Sadržaj smo distribuirali na Facebooku, Instagramu, YouTubeu i TikToku, uz strategiju društvenih mreža, postavljanje kampanja, strategiju oglašavanja, plaćenu promociju i digitalni dizajn. Labud je time dobio kontinuiranu digitalnu prisutnost koja priče o brendu povezuje s mjerljivom distribucijom i rezultatima.

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USLUGE

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Rezultati

Labud TV ostvario je više od 34 milijuna pregleda videa na različitim platformama, povećanje interakcija sa sadržajem od 70.8% i godišnji rast pregleda videa od 50.77%. Čarli i Sanitar zauzeli su poziciju #1 po prodaji, a projekt je ušao u finale natjecanja MIXX Awards Croatia 2024 u kategorijama Viral i Best Social.

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REZULTATI PROJEKTA

34 M+

PREGLEDI VIDEA NA RAZLIČITIM PLATFORMAMA

70.8%

RAST INTERAKCIJA SA SADRŽAJEM

50.77%

GODIŠNJI RAST PREGLEDA VIDEA

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VIZUALI

Dva crna i fluorescentno žuta trofeja MIXX Awards za Labud TV.
Kolaž kadrova Labudovih videa za društvene mreže s proizvodima i čišćenjem kućanstva.
Telefon s Labudovim sadržajem za društvene mreže okružen kadrovima videa s proizvodima.

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